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Mobile Shopping Survey: 88% of Users Unsatisfied

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By Aditi Mukherji, JD on July 23, 2013 12:02 PM

According to a new mobile shopping survey by Skava, many customers haven't had a great time making purchases on their phones -- and they're not alone.

The vast majority of mobile shoppers -- 88 percent -- said they were not happy with their mobile shopping experience. One-third of those unsatisfied shoppers then took their business to a competitor's site, reports Forbes.

Fortunately, small businesses can save the (digital) day. Here are a few of the common gripes and tips for making mobile shopping a happier experience:

  • Mobile website v. desktop version. More than half of the mobile shoppers surveyed (51 percent) found that mobile websites are harder to navigate than the desktop versions. So if your mobile app isn't the most user-friendly, farm it out to a programmer or company that knows how to make it easier to navigate. But you'll still want to make sure your app complies with the law.
  • Product images are too small. Nearly half of surveyed folks (46%) felt product images on mobile sites were too small to make a buying decision. So you may want to try to make your images larger. Regardless of the size of the image, always remember to steer clear of copyright violations. Don't go down the Pinterest route and use images that you don't have rights to reproduce, reports Business Insider.
  • Questions about mobile security. Many mobile shoppers (41%) were miffed about not knowing about the security of the mobile transaction. From data privacy issues to identity theft, there are a host of legal issues that fall under the umbrella of mobile security. Let customers know what types of personal information your company holds or has access to. Keep only what you need, protect the information you do have, properly dispose of information no longer needed, and create a plan before a data breach happens. Above all, keep customers informed on your mobile security policy.
  • Painful checkout process. A fair number of surveyed people (21%) found the checkout process to be a royal pain. While making your checkout process quicker and easier to navigate, be sure to also make any surcharge and taxes visible. There's nothing customers hate more than hidden fees.

While these customer complaints may make mobile shopping seem like more of a hassle than it's worth, consider this: 71 percent of smartphone owners are shopping via their mobile devices, the Skava survey found. It's a trend your small business can't afford to ignore.

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