Facebook IQ has commissioned a new study, which was performed by the research firm GfK. The study looked at a number of things with a major focus on mobile shopping. In the study they found that 70% of consumers found that web or app experiences for making purchases is too difficult and needs to be improved.
Some specific points from the study:
- 56% report that it is easier to see products on a desktop
- 55% report that it is easier to use bigger screens
- 26% find that shopping on a mobile device is difficult because entering personal data is not user friendly
This is certainly not a new issue. People have been using mobile devices for web browsing for a very long time now, but when it comes to making a purchase people have still largely wanted to stay with a full desktop computer for actual shopping.
There are, of course, many reasons for this but the bottom line is that it is just faster and easier to shop online. Many people, however, are starting to want to give mobile devices a chance for shopping. This may be in part because they are getting used to the idea with things like Apple Pay and other similar services. In addition, screens are getting larger, which makes it easier.
According to this survey, most users are still not satisfied with the way shopping on mobile devices works. What marketers and retailers can do to fix the problem has yet to be seen. Many people hope that mobile devices will be able to store all personal information so that it can be used to make purchases with just a few taps.
You can see the full report HERE.