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Consumers Calling for Improved Mobile Commerce Experience

Mobile Commerce Insider Featured Article

August 26, 2013

Consumers Calling for Improved Mobile Commerce Experience

By Audrey Huelsbeck
TMCnet Contributing Writer

Have you ever looked something up on your smartphone and been terribly frustrated upon discovering that the mobile app is incredibly difficult to maneuver? I know I can’t be the only one who has been irritated by trying to order something, reloading the website again and again, zooming in and out to try to read the fine print and accidentally hitting outside links in the process that make me start all over again.

Recently, it has been proven that I and many other smartphone users are not alone in this struggle. Market research firms iModerate and uSamp have recently explored the topic of mobile commerce, and have found that there are two highly reported issues when it comes to mobile commerce – customer experience and security. 

There are frequent issues with mobile commerce sites because many are not very well adapted for mobile users, or there is no mobile version of a given website at all. Users often encounter error messages, have trouble navigating, experience difficulty logging in, or any combination of these, as well as several other issues. This is a problem for major companies because people tend to spend more via mobile platforms, spending about $500 more than those who do not participate in mobile commerce. iModerate and uSamp’s study also revealed that these consistent mobile commerce users are more likely to spend more money on entertainment, like books and apps, etc.

Mobile commerce users have just recently began to express a desire for change – they want to be able to spend more money more easily. Users have also expressed that spending more money seems to leads to a better experience and have been frustrated because they feel that how much they spend dictates their experience. Customers would like to have the same experience with mobile commerce regardless of how much they plan to spend.

Considering that customers who use mobile commerce spend a significant amount more than those who do not, spending time revamping sites and focusing on the customer experience would certainly be beneficial to major companies.

Edited by Blaise McNamee

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