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M-commerce & cart abandonment

Posted by Michael Bloch in ecommerce (Wednesday January 6, 2010 )

2010 will be the year for M-Commerce – ecommerce via smartphones and other handheld devices. After years of it being the Next Big Thing; it finally is. However, this poses some challenges for online merchants.

I never thought I’d see the day I’d be buying stuff via a cell phone; purely because I hate the damned things. The iPhone changed all that for me… and I’m certainly not alone.

Media company Compete has released the results of its quarterly Smartphone Intelligence survey and the following are some key findings.

– 37% of smartphone owners have purchased something not related to mobiles with their handset in the past 6 months.

– 19% of total smartphone owners have purchased music from their device

– 14% have purchased books, DVDs, or video games

– 12% have purchased movie tickets.

– People are increasingly using their smart phones to comparison shop the online world while shopping in the “real” world – 41%

– 39% of iPhone owners and 31% of Android owners check reviews from their handset before they purchase.

Compete says that although people are getting more comfortable shopping online with handhelds, the issue of shopping cart abandonment has been amplified as so many sites and shopping carts are not geared to smartphone users.

The survey found that eight percent of smartphone owners who tried to purchase a product on their device were unable to do so. 45 percent of those that abandoned the process reported that they did so because the site would not load, and an additional 38 percent left the site because it was not developed specifically for smartphone users.

So, yet another task for a quieter moment – ensuring your ecommerce site is smartphone friendly.

Read more of the Compete smartphone survey

Pick up some general tips for reducing shopping cart abandonment.


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