Survey: Poor mobile experience leads to abandoned carts
Palo Alto, Calif. -- Two-thirds (66%) of smartphone and tablet users have failed to complete an online transaction due to obstacles at checkout, according to a new survey from Jumio and Harris Interactive. Specific obstacles causing smartphone and tablet shoppers to abandon their shopping carts at the last minute include mobile checkout process being too long or difficult and not feeling secure in giving credit card information.
"Businesses invest a great deal to get consumers to the point of sale in their mobile apps, but there are a lot of obstacles keeping users from taking their purchase across the finish line," said Daniel Mattes, founder and CEO of Jumio. "From frustrations around having to type — and often retype — personal information into tiny text boxes to concerns over the safety of data, users are bailing out at checkout. Brands can't afford to lose shoppers in those final moments of the transaction."