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JC Lupis | Marketing Charts | Wed, 26 Oct 2016 13:30:32 +0000

Mobile devices are increasingly used for retail research, and now account for about half of visits to e-commerce sites. But conversion rates on mobile devices – and smartphones in particular – continue to lag desktops and computers. A new survey from Mapp [download page] provides some insights as to why this is the case.mapp-factors-preventing-consumer-purchases-on-mobile-devices-oct2016

As part of its 2016 Consumer Views of Email Marketing study, Mapp (formerly BlueHornet) asked almost 1,800 email subscribers aged 18-64 how likely they are to complete purchases from mobile phones and tablets. This is important given that many respondents are checking emails on smartphones (72%) and tablets (41%), and 44% use a mobile device most often to check emails.

While 42% of respondents said they’d be at least somewhat likely to complete a purchase on a mobile phone, this group was outweighed by the 47% who would be less likely or not likely to make a purchase. Similarly, the 38% likely to complete a purchase on a tablet was outpaced by the 46% unlikely to do so.

A larger degree of comfort purchasing on a desktop or laptop was the most cited barrier to purchases on both mobile phones (44%) and tablets (45%). On mobile phones, difficulty navigating the website (37%) as well as it being hard to type information (36%) followed as the biggest barriers, while on tablets security concerns (30%) and not wanting the app (28%) were the next-largest hindrances.

Mapp recommends that marketers “make the purchase path easier and quicker, highlight products and details in a seamless manner, and reinforce security on a continuous basis.”

It’s worth noting that mobile conversion rates might be higher for emails than for other channels: past research has suggested that more than 6 in 10 smartphone conversions come from an email, likely because clicking on a link in an email (particularly a remarketing email) removes the need for on-site search, which can be difficult on smartphones.

When using a mobile phone or tablet, about half of respondents say they have no preference regarding use of a mobile website or an app, though the remainder favored mobile sites over apps by a 2:1 margin. Among Millennials (18-34), a plurality preferred mobile sites, with fewer reporting no preference.

An important consideration is mobile responsiveness: half of the Mapp survey respondents will delete an email they receive on a mobile device that doesn’t display correctly, and another 5% will unsubscribe.

More data about the power of email marketing can be found in the following MarketingCharts reports:

About the Data: Mapp describes its methodology as follows:

“The Consumer Views of Email Marketing Survey, developed by Mapp, was fielded by Flagship Research to a national panel of 1,765 consumers in August, 2016. The survey panel was representative of the U.S. population between the ages of 18 and 64. 70% had a household income over $35,000 and participants were evenly distributed by gender and geographic region (East, Midwest, South, and Western regions of the United States).”