Beware the Small Screen: Consumers Resist Mobile Shopping, Says Megan Hastings

A new report from Quantum Metric reveals that mobile commerce hasn’t fully bloomed. In fact, Quantum Metric calls mobile the “awkward middle schooler of digital commerce.”

The report reveals that consumers have mixed emotions about leveraging mobile commerce in retail, travel, and financial services.

• 75% browse on a mobile device at least 2+ times a day, but just 26% buy on their phones daily
• Travel sees the greatest share of mobile traffic (73%), while financial services sees the least (56%)
• 69% research high-value items on mobile but buy on desktop
• Only 59% feel confident making a purchase for $50 or less on mobile, and a mere 17% feel confident with purchases over $250
• Errors rates overall are 2-3X higher on mobile than on desktop

Megan Hastings, Head of Customer Insight Strategy at Quantum Metric, delves deeper.

Given the resistance to mobile spending, is there anything that brands can do to overcome that?

“Absolutely! Brands can take significant steps to overcome resistance to mobile commerce by adopting a mobile-first mindset. The key is to make the mobile commerce experience as seamless as possible. This involves eliminating friction points by simplifying navigation and checkout processes. Implementing quick pay options like Apple Pay, Google Pay, or ‘Buy Now’ buttons can drastically reduce the time and effort required to complete a purchase. Offering guest checkout options is another way to streamline the process, minimizing the amount of information customers need to input and ensuring they never have to provide the same information twice.

Additionally, creating a sense of urgency can be highly effective. For example, using tactics like ‘Only one left in stock!’ can encourage quicker purchasing decisions. The easier and more efficient the experience, the more likely consumers are to trust and use mobile for their shopping needs.”

What do you predict most consumers will have as their trusted devices five years from now?

“In five years, mobile devices will likely be the most trusted and relied upon by consumers. We are currently in a significant transition phase, moving from desktop-centric to mobile-centric digital experiences. As mobile performance continues to improve, so will consumer trust in these devices.

Moreover, integrating mobile devices with other technologies we use daily—such as smartwatches, home security systems, and even our cars—will only solidify their position as the central hub for our tech needs. As mobile becomes the primary interface for managing various aspects of our lives, ongoing investments in performance, security, and user experience will be crucial in maintaining and growing customer confidence.”

What else is Quantum studying these days in terms of consumer shopping behavior and MULO (multi-location) brands?

“At Quantum Metric, we’re diving deep into understanding retail shopping behaviors, especially as we approach the holiday season. Our recent data shows a fascinating trend: while overall conversion rates have dipped, the average weekly cart values have surged by nearly 40% from March to June. This suggests that despite potential economic pressures, consumers are demonstrating resilience—perhaps driven by a desire to secure goods at current prices before further inflation.

Another key insight is the shift in holiday shopping behavior. Unlike in previous years, where Black Friday was the primary retail shopping event, only 24% of consumers plan to wait until then this year, down from 34% in 2022. Notably, 32% of U.S. consumers and 50% of UK consumers are already starting holiday shopping. Most of these purchases will be multichannel, with about 80% of consumers using mobile devices at some point in their purchasing journey. This highlights the growing importance of mobile as a touchpoint in the broader retail ecosystem.”

Thank you so much for your insights! To learn more about how consumers shop with MULO brands, join us at Street Fight LIVE in November!