Retailers need to keep pace with the demands of mobile shoppers, say Irish consumers
More than two-thirds of consumers in Ireland will abandon mobile transactions out of principle if the process is too difficult, according to latest research from global payments expert, Elavon. The study of 1,000 adults in Ireland1 on their mobile shopping experience identified that 70% of shoppers will abandon online transactions when the process is too difficult. Similarly, nearly two-thirds (63%) surveyed reported that a poor experience would impact their decision to shop with the brand in the future.
The major sources of frustration ranging from being forced to repeat information (57%) to obligatory sign-up processes (42%) and limited payment options (40%).
The research also revealed that almost half of those who buy products online report getting frustrated when shopping or carrying out payment transactions on their mobile. This rose to 60% of 18-24-year olds while those over the age of 55 get less frustrated at only 43%. Half of respondents also still prefer to use the merchant’s website through a mobile browser when shopping online, with only 28% preferring the merchant’s app.
Eric Horgan, Country Manager Ireland, comments: “Our research highlights issues with eCommerce that are not difficult for companies to get right. Having a usable and secure website and app, multiple payment options available, and speedy page loading times go a long way to improve the consumer experience. Taking customer loyalty for granted is more dangerous than ever – abandoned transactions are just a swipe away.”
When asked about when and where they choose to transact on a mobile phone or tablet, 80% of adults still prefer to do this at home, rising to 85% for those who shop on their mobile device at least once a month.
Eric Horgan adds: “Our research reveals the growing sense of frustration among consumers who focus on mobile devices for online shopping, which is felt acutely around the holiday shopping periods. This is particularly the case for the ‘digital natives’ aged 18-24. There’s a clear opportunity for retailers to optimise their eCommerce platforms as a competitive advantage to strengthen brand loyalty.”
Chief frustrations for mobile shoppers are as follows:
1. Sites that force repeated re-entry of personal details (57%)
2. A forced sign-up process to enable me to place an order (42%)
3. Limited or restrictive payment methods (40%)
4. No confirmation message after payment (40%)
5. The payment page hangs or server times out after clicking pay now (37%)
6. Being interrupted by multiple new pages or page refreshes (37%)
7. Forms requiring unnecessary or totally irrelevant information and marketing questions (35%)
8. Consent checkboxes that are impossible to understand (22%)
1] Data from an Amarach research study commissioned on behalf of Elavon – using a representative sample of 1,000 adults in Ireland carried out in October 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 regulated by the Central Bank of Ireland.
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.