Nearly half of holiday mobile shoppers are frustrated (survey)

Nearly half of holiday mobile shoppers are frustrated (survey)

Summary: If mobile devices are supposed to simplify shopping, then why are so many people still frustrated?

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TOPICS: Mobility
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Shopping at any time of year can be stressful, but around the holidays, it just becomes unbearable for many of us. Mobile devices have been touted as a medium to help streamline this process and make it more flexible, but it's still not enough for everyone.

According to a new survey from Tealeaf, which specializes in online and mobile customer experience management solutions, more than 40 percent of holiday shoppers using mobile devices are frustrated.

Using research conducted and analyzed in partnership with Crimson Hexagon, these findings are based upon the results that over 40 percent of online conversations about mobile shopping with the top 35 mobile retailers reflected customer frustration during the Thanksgiving weekend.

Thus, this could reveal a major disappointing trend in retail over the next few weeks. Tealeaf is likely correct in asserting that this reveals "missed opportunities for leading brands," but let's not forget that this was still one of the most successful Black Friday/Cyber Monday weekends ever.

Nevertheless, let's take a look at some of the problems that shouldn't be overlooked:

  • 58 percent of the negative conversations about mobile shopping with the leading mobile retailers focused on "customer struggle issues" (i.e.payment as well as search-and-sort problems).
  • 21 percent cited features that would have made the experience easier for them but weren't available.
  • Only 17 percent found that the mobile apps and sites they utilized were easy to use.

Then again, it's not clear just how many shoppers are actually experiencing this new form of consumer pain. Survey results about just how many consumers will be actively using mobile devices while conducting holiday shopping in the next few weeks tend to vary, and we might not have an accurate picture until well after January 1.

For example, PayPal reported in September that at least 46 percent of consumers plan to make mobile purchases this holiday season.

But when focusing solely on Cyber Monday, PriceGrabber found that only as little as 4 percent of customers were planning to use mobile devices for shopping on November 28, which is a bit surprising considering that it supposed to be one of the biggest shopping days of the year.

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Topic: Mobility

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  • RE: Nearly half of holiday mobile shoppers are frustrated (survey)

    Headline unclear. Suggests that those shopping for mobile devices are frustrated. Headline writing is an art!
    Win8AnUglyDisaster
  • RE: Nearly half of holiday mobile shoppers are frustrated (survey)

    I think it???s fascinating that even though this year???s Black Friday and Cyber Monday numbers were strong- and an impressive number of shoppers were visiting retail sites on their mobile devices- more than 40 percent of these mobile shoppers were frustrated with their experiences. Does this reflect a missed opportunity? Certainly, but more importantly, it???s a testament to mobile proliferation and represents a promising future for retailers- if they can correctly develop mobile apps that enhance the consumer experience. I work for Kony, a mobile platform provider, and we believe that if more retailers aim to develop apps that provide personalized, customer service centric experiences and seamless browsing, shopping and checkout, we will see more satisfied shoppers next holiday season.

    Some feature examples of what retailers should consider with mobile apps include: feature-rich transitions, open-standards architecture, a search or GPS enabled store locator, fast download rates, secure checkout and app cache.

    -Sri Ramanathan
    SriRamanathan