Retailers need to keep pace with the demands of mobile shoppers, say UK consumers
LONDON (6 December 2018)--Two-thirds of consumers will abandon mobile transactions out of principle if the process is too difficult, according to latest research, Pocket Shoppers: eCommerce on the Move, from global payments expert, Elavon. The study of 2,000 UK adults1 on their mobile shopping experience, identified that two-thirds of shoppers will abandon online transactions when the process is too difficult. Furthermore, over half (58%) surveyed reported that a poor experience would impact their decision to shop with the brand in the future.
The major sources of frustration range from being forced to repeat information (69%) to obligatory sign-up processes (54%) and limited payment options (41%).
Colin Close, Managing Director, UK and International Corporate at Elavon, says: “Our findings show that for many people, shopping on a mobile device is often problematic. This year we saw an increasing number of shoppers use mobiles to secure Black Friday and Cyber Monday bargains causing outages on some popular websites. Retailers need to optimise their eCommerce platforms or risk losing ground to their competitors, particularly when their sites might be overwhelmed by seasonal traffic.”
The research also revealed that these technical hurdles are coupled with consumers’ waning attention spans. A third (32%) of those surveyed said they are often distracted whilst shopping using their mobile, while a quarter (25%) feel they don’t have enough time. This combination leads to another challenge for retailers facing the demands of increasingly time-pressured customers – 36% of all adults say they feel less patient when buying goods on a mobile.
When asked about when and where they choose to transact on a mobile phone or tablet, most adults (63%) still prefer to do this at home. An increasing number however, prefer to shop and pay whilst physically on the move – 23% of young adults (18-24) are most likely to do so during the commute, on lunch breaks, or waiting for friends, for example.
Kevin Salaman, Head of Global Omnicommerce for Elavon, comments: “Most of the eCommerce problems highlighted by this study are not difficult to get right. Our research indicates that having simplicity in design, multiple payment options, fast page loading times as well as removing barriers to purchasing, like mandatory registration processes and multiple forms, greatly improves eCommerce. Businesses must be mindful of the constant distractions and waning patience of their average customer. Undivided shopper attention is hard to come by. Abandoning a transaction is also often just a swipe away.”
Chief frustrations for mobile shoppers are as follows:
1. Sites that force me to repeatedly re-enter my details (69%)
2. A forced sign-up process to enable me to make an order (54%)
3. No confirmation message after payment (51%)
4. The payment page hangs or server times out after clicking pay now (47%)
5. Being interrupted by multiple new pages or page refreshes (46%)
6. Forms requiring unnecessary or totally irrelevant information and marketing questions (45%)
7. Limited or restrictive payment methods (41%)
8. Consent checkboxes that are impossible to understand (29%)
 Data from a Bilendi study commissioned on behalf of Elavon – using a representative sample of 2,009 UK adults carried out w/c 09-July 2018
Elavon is a leading global payments company with more than 4,300 employees and operations in 10 countries. A subsidiary of U.S. Bancorp (NYSE:USB), Elavon provides businesses with the technology needed to accept payments from customers, whether they are shopping in stores, at home or on the go. Its platform is distinctive in that it is common across countries, making it easier for businesses to get their payment system up and running quickly and securely.
Elavon Financial Services DAC, trading as Elavon Merchant Services is authorised by Central Bank of Ireland and the Prudential Regulation Authority and subject to limited regulation by the Financial Conduct Authority and Prudential Regulation Authority. Details about the extent of our authorisation and regulation by the Prudential Regulation Authority, and regulation by the Financial Conduct Authority are available from us on request.
About U.S. Bank
U.S. Bancorp with 74,000 employees and $461 billion in assets as of June 30, 2018, is the parent company of U.S. Bank, the fifth-largest commercial bank in the United States. U.S. Bank is committed to serving its millions of retail, business, wealth management, payment, commercial and corporate, and investment services customers across the country and around the world as a trusted financial partner, a commitment recognized by the Ethisphere Institute naming the bank a 2018 World’s Most Ethical Company.