Forty-four percent of online shoppers are using a smartphone as their device of choice and are multitasking while making purchase decisions, according to a survey by Namogoo.
The survey revealed that a majority of consumers are engaged in other activities while shopping. Fifty-seven percent of respondents said they make purchases while at work, 51% actively shop while conducting household chores and others do so while dining out (22%), running errands (22%) or commuting to work (19%).
Prices and shipping fees are the most important criteria influencing shopping decisions for more than 90% of respondents. Additionally, 77% said shipping and other extra fees are a main reason for abandoning their purchase.
It was also found that for most shoppers either on mobile (63%) or desktop (53%), having to enter the same information twice was the most frustrating part of the checkout process.
Email is still an efficient channel to recover cart abandonment. Thirty-eight percent of respondents said they have returned to complete a transaction after getting an email offering a discount on items in their cart.
“The data further confirms the importance of making every online journey as seamless as possible in order to capture and retain the attention of today’s consumer,” said Ohad Hagai, Senior Vice President of Marketing for Namogoo in a press release. “With so many offline distractions surrounding consumers, any barrier in the online experience can act as an exit point and result in a lost transaction for the retailer.”
The survey found that 55% of consumers are likely to click ads appearing on retailer sites that offer the same product they’re looking at for a lower price. Eighty percent of respondents who stated they’d buy the product from the site that lured them away also indicated they would return to that site.
Seventy-eight percent of consumers exposed to unauthorized ads such as pop-ups said the distraction paints the retailer in a negative light. Sixty-two percent of said these ads tell them the customer experience is not a priority for the retailer.