Survey: 56 percent of US Consumers Abandon Mobile Transactions

By Sam Gopal | 20 Aug 2015

The percentage of users abandoning a mobile transaction has decreased over the past two years according to a recent survey, but the figures are still high.

Jumio, an identity management and credentials company, has released the results of its latest Mobile Consumer Insights study, a follow-up to its 2013 study.

Conducted online by Harris Interactive, the study measured purchase abandonment rates among 2,019 US adults aged 18 and over. It found 56 percent of smartphone owners have abandoned a mobile transaction, a decrease from 2013, when 66 percent of respondents said they had failed to complete a transaction due to issues during the checkout process.

The new study documented the factors that cause users to abandon a mobile purchase or account registration:

  • General uncertainty over the purchase leads (45 percent)
  • Slow loading times (36 percent)
  • Difficulty navigating the app or mobile site (31 percent)
  • Difficulty typing personal information on a small screen (28 percent)
  • Complicated payment processes (22 percent)

Breaking these abandoned purchases down by industry, apparel was found to be the most frequently abandoned item, with 60 percent of respondents abandoning purchases when shopping for clothing, shoes and accessories.

Women were found to be more likely to abandon an apparel purchase than males, at 68 percent to 51 percent, respectively, while female millennials were especially likely to do so, at 78 percent. Other highly abandoned industries include food and travel, both at 41 percent.

At the other end of the scale, users were shown to be less likely to abandon account creation for online gaming and financial services (like money transferring), with 27 percent and 23 percents abandonment rates, respectively.

In a statement, Marc Barach, Chief Marketing Officer at Jumio, commented:

While consumers were less likely to say they’d abandoned a transaction that involved opening an account, as compared to making a purchase, this may be in part because these transactions typically require some degree of forethought and commitment, particularly in financial services.

These businesses still need to keep factors such as ease of use and security top of mind to maximize the number of users who complete their transaction moving forward.

While some users may be quick to abandon their mobile shopping carts, 66 percent of those who have abandoned a mobile transaction said they attempted to make the same transaction again later. However, only 23 percent tried the second transaction on their smartphone, while 36 percent said they made the next attempt on their computer. Seven percent tried on a tablet.

Younger users were found to be more likely to give the transaction a second attempt, with 77 percent of users 18-34 trying the transaction again at a later time.

The goal of all e-commerce retailers is to drive conversions, preferably in the same session or as close to it as possible. The key factors in achieving this are efficiency and relevancy i.e. how easy it is to find the product you’re looking for and how accurate the site search result is.

With online retail, the difference between
a 0.5 percent and one percent conversion could be tens, hundreds of thousands or even millions of dollars, so ensuring you have the best possible site search technology is critical. Getting it wrong or not doing it well will mean lost revenue. Check out our Special Report on Mobile Site Search for more information,  as well as Fraud, Web Performance and Conversion Optimisation and UX – all areas worthy of careful consideration to ensure your customers don’t abandon your site at the critical point.

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