New survey finds 37% of smartphone owners don’t purchase on apps due to lack of product details

New survey finds 37% of smartphone owners don’t purchase on apps due to lack of product details

Nearly half (47%) of consumers questioned about online engagement believe detailed product information is a critical factor of an e-commerce website in driving them to make a purchase, according to master data management provider, Stibo Systems.

The findings, which feature in a new Stibo Systems’ report launched recently entitled ‘The Devil is in the Details,’ highlight that, while consumers are crying out for more detailed product information, they still believe more could be done by businesses to achieve this. Almost 30% of consumers feel that more detailed product information is the best way to improve online shopping sites, ahead of all other factors including more personalised promotions (17%), better search capabilities (14%) and email or text alerts notifying consumers when sold out products are back in stock (12%).

Age and wealth most demanding

More detailed product information is also the biggest concern for some of Britain’s wealthiest individuals, with 45% of those earning an annual income of between £90,000 to £99,000 citing this as the most important improvement they would like made to the online shopping experience. Better product information is something that is also of most importance to the over 55s, with 37% in this age bracket citing this compared to only a quarter (25%) from the 16-34 category.

As e-commerce on smartphones and tablets begins to mature, the research also explores which industries are in the firing line if product information is not detailed and regularly updated on their mobile site or app. Consumers who regularly shop using mobile apps are most likely to buy from entertainment and grocery apps, with 32% and 24% of mobile shoppers purchasing from these industries respectively. According to the findings over 37% of consumers who own a smartphone haven’t made purchases because of the lack of product details on an app or because of inconsistencies in information with other channels.

Mark Thorpe, managing director UK at Stibo Systems, commented: “Regardless of the channel, consumers want detail and consistency when it comes to the ways in which they research and buy products. Only when businesses successfully address this will they be able to offer a solid multichannel experience regardless of the route to market. This research highlights why it is so important for companies to look for ways they can continually improve their online offering and illustrates the underpinning need for a robust product information management system to help ensure consistency across every channel.”

A total of 2,000 UK consumers were surveyed in August 2010.