Survey: Consumers Resistant to Mobile-Enabled Shopping

4/25/2014
The future of mobile shopping may already be here, but it seems the mobile shopper is still a few steps behind, a new survey suggests.

According to the study conducted by Retale, a location-based shopping platform aggregating weekly circulars from over 60 top line retailers for mobile and digital devices, 71 percent of mobile app users say they don't like the idea of being tracked into a store via their smartphones, and 56 percent say they are not interested in receiving push notifications while shopping.

"For retailers looking to maximize traffic and sales, understanding consumer motives and desires is the best way to improve the shopping experience," said Retale president Patrice Dermody. "And that could mean helping consumers better understand the benefits of these technologies in order to break down the barriers to widespread adoption."

The survey asked more than 3,000 iOS and Android users about their mobile shopping experiences, usage and overall awareness.

And despite the growing list of ‘game-changing’ mobile technologies ranging from Apple iBeacon, that send in-store push notifications to nearby smartphone users, to mobile payment and shopping coupon options such as Google Wallet, consumer adoption has been slowed by lack of awareness and understanding, according to survey results.

In fact, 75 percent of survey respondents were unaware that iBeacon exists, while only 11 percent of Android users claim to use Google Wallet, and just 23 percent of iOS users have tried Passbook for coupon shopping offers.

"Just like with any new technology, it often takes time for consumers to adapt and change their buying behaviors," said Dermody.

Other Retale study key findings include:
  • iOS users are more receptive to in-store push notifications.
  • Only 29 percent of mobile app users are not concerned with being monitored.
  • 56 percent of mobile shoppers don’t know near field communications (NFC) is a contactless payment system used for mobile payments, and the 38 percent who are familiar with the technology choose not to use it. Only 5 percent to 6 percent say they regularly use NFC to pay retailers.
  • iOS users are nearly split in favor for and against push notifications.
  • The majority of Android users say they don’t want notifications sent to their mobile while shopping.
Find complete survey results here
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