Jumio: Survey shows that 66% of consumers abandon shopping due to mobile payment process problems

With the development of mobile e-commerce, 68% of smartphone and tablet users have begun to try to purchase goods through mobile devices. However, according to a report by Jumio, 66% of users are forced to abandon their purchases due to problems encountered during the payment process.

The 2013 Mobile E-Commerce Insights study found that 47% of people failed to complete a purchase because the mobile payment process took too long. The findings suggest that retailers need to focus more on simplifying the mobile payment process or risk losing out on the growing number of consumers interested in mobile e-commerce.

Marc Barach, Jumio's chief strategy and marketing officer, said that as can be seen from the chart, 41% of consumers failed to complete their purchases because it was difficult to enter their credit card information. Retailers need to adjust the checkout process accordingly for the small screens of mobile devices so that consumers can use it conveniently at home. What consumers want is a convenient payment experience.

A difficult process

While many consumers value convenience in the shopping process, there are still many barriers that prevent these consumers from successfully purchasing via smartphone or tablet. The number one reason cited by users is not concerns about the security of entering credit card information, but that the payment process is too difficult.

When users have difficulty entering their personal information again and again on the small screen of their smartphones, it leads to a reduced shopping experience. 41% of respondents said they encountered difficulties during the mobile payment process, and 23% of them said they would give up purchasing because they could not pass the checkout confirmation.

More than half of respondents (51%) said they did not complete a purchase on a mobile device because they felt unsafe entering their credit card information, suggesting that retailers are neglecting to provide consumers with the tools to keep their information secure online.

Gender Factors

Interestingly, there are some big differences between men and women in their views on mobile e-commerce. The report shows that men are more willing to shop via mobile phones, with 74% of men trying to buy using mobile devices, while the proportion of women is only 62%. Young men are more likely to shop using mobile devices, with 86% of men aged 18-34 having tried mobile payments.

On the issue of information security, 56% of women said they felt unsafe entering their personal credit card information, compared to 47% of men. Age is also a factor, with 62% of consumers over 55 years old concerned about the security of their information, 59% of those aged 45-54, and 45% of young people aged 18-34.

To be honest, many companies have not yet found the excitement that can make consumers pay with mobile phones, but there are also relatively advanced companies. Data from any research company shows that Amazon has always been at the top in terms of the convenience of mobile payments, providing users with a fast, convenient and secure experience.

Companies like Travelocity, the world's leading online travel site, and many others have received helpful help from user comments in solving mobile payment processes, such as scanning credit card information directly through smartphones.

via: Hubang Technology