Survey: Britons Still Find mCommerce Unsafe

James Southgate, Client Services Director at bss digital said: “The lack of trust in smartphone security is reminiscent of how people were initially reluctant to make payments over a computer during the early days of internet shopping. Today there a number of options businesses can use to demonstrate their security and reassure consumers that mobile payments are robust. 40% of UK adults now own smartphones and that number is growing fast. Businesses can ill afford to overlook mobile”

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The survey on how people use smartphones and tablet computers for online shopping also found that a quarter (25%) of consumers research a product first on a smartphone or tablet computer and then purchase it later on a PC. For Southgate, this is a “missed opportunity”.

“From the time it takes a customer to look at their potential purchase on their handset and then later log on to a PC and purchase it – they could easily have stumbled upon your competitor. That’s a sale lost. That’s why it is important for both the mobile and the PC version of a website to have a consistent look and feel with pretty much the same functionality which is possible to achieve. A customer should be able to browse and then make a payment within a matter of a few clicks.”

The survey touches on one of the most sensitive points when it comes to online and mobile shopping – the “abandoned shopping basket syndrome.” Retailers whose online shops do not provide a swift browsing-to-payment experience risk having customers leave their basket in the midst of the process. This is even more crucial in mobile platforms. Despite increasing screen-sized and functionality, smartphones remain small, sometimes cumbersome devices to navigate, which require an easy-to follow check-out experience.