New survey reveals what drives mobile shopping habits

Clean sites with low load times and fewer pages to navigate are more likely to get consumers to spend money according to new research.

The survey by Instart Logic of 2,000 US consumers also shows that consumer confidence in a brand is tied to their quality of experience while online shopping.

Among the findings are that 62 percent say they use their mobile phones for the entire shopping process from discovery, to research, to the purchasing of an item. As part of the shopping process 77 percent use mobile phones for the initial research and 73 percent to read reviews and product information.

More than three quarters of respondents find shopping on their mobile beneficial, 73 percent say they like mobile shopping because it's more convenient, while 72 percent find it useful because it's available 24 hours a day.

Half of the respondents say they would make the same purchases on their phone that they made in a bricks and mortar shop. For 74 percent the deciding factor in whether they would make purchases from their mobile device or a physical store is price.

Site experience is key to the shopping experience, with 59 percent saying they would buy more often if sites loaded faster and 43 percent if purchases were more secure. Barriers to purchasing are the site being too complicated (58 percent) and the mobile screen being too small (57 percent).

You can read more about the findings on the Instart Logic website or there's an infographic summary below.

Image Credit: Slavoljub Pantelic / Shutterstock