Survey identifies mobile commerce features that will drive conversions this holiday season and beyond

Survey identifies mobile commerce features that will drive conversions this holiday season and beyond

Content delivery network service provider Limelight Networks has released research confirming that mobile shopping is becoming an increasingly significant factor in driving sales and overall brand affinity.

The survey results demonstrate that retailers who create smooth, rich mobile experiences can increase conversions and build their brands with consumers purchasing both on their mobile devices and on their computers, as well as instore.

The study found that one-third of those who use internet-connected mobile devices to research and purchase products on shopping sites do so frequently (weekly or monthly), while three-quarters report using their mobile device to research products that they will ultimately buy on their computer or in a store.

It also found mobile shopping expectations mirrored expectations for the desktop – respondents want speedy experiences, rich media like product videos and easy-to-use sites, it said. As a result, 80% reported instantly abandoning their shopping experience if experience is bad using their internet-connected mobile device.

Mobile purchases made regularly

Respondents were asked how often they use their internet-connected mobile device to purchase products other than downloadable apps, games, e-books, and music: 34% purchased regularly (once every 1-2 months) or very often (more than once a week), while 33% purchased occasionally (once every 3-6 months).

The survey also asked respondents where they completed purchases after researching a product on their internet-connected mobile device, but did not purchase the product on that device: 76% had purchased a product at the store after researching it on their internet-connected mobile device, but did not purchase it on that device. A further 72% had purchased a product on a retailer’s e-commerce website on the computer after researching the product on their mobile, but did not purchase it on that device.

Further, 71% of respondents reported using their internet-connected mobile device to research products while they are physically in the store.

“Even if respondents do not complete purchases on their Internet-connected mobile devices, they are using their devices as a source of product information before making purchases elsewhere,” said David Hatfield, Limelight Networks sales and marketing senior vice president. “The mobile device has emerged as a gateway to retail engagement across multiple selling channels, and therefore retailers who maximise the mobile shopping experience are best positioned to increase sales and overall brand loyalty.”

M-commerce feature expectations

The majority (88%) ranked the time it takes for the site to load or appear on the screen as extremely important or important, while the same proportion (88%) ranked detailed product images on the site (for example, “zoom in” product photography or product videos) as extremely important or important. Mobile site optimisation, or how the site appropriately fits the screen (for example, no side-to-side scrolling), was ranked as extremely important or important by 82%.

Respondents were asked how they responded to a bad shopping experience on their internet-connected mobile device: 62% abandoned the site on their mobile device and return to the site at a later date using a computer; 21% completed their research and/or purchase using their mobile device, but will never return to the site in the future if they can avoid it; and 18% abandoned the site on their mobile device and sought alternative brands using their mobile device.

Initially, a total of 1,052 consumers entered into the survey. The first question asked consumers to select from a list which, if any, Internet-connected mobile device they own. Only those who own smartphones that use an iOS, Android, or Windows operating system (OS) and/or who own a tablet could continue taking the survey, which included 771 respondents or 73%.

They were then asked if they had previously researched and/or purchased a product on a shopping site using their internet-connected mobile device or 67%. Respondents who answered “yes” were allowed to continue the survey, which included 520 respondents. Only the responses of these 520 were included in the results. They had used their device to research and/or purchase products on a shopping site.