Skip to main content

M-Commerce Customer Experience is Lacking

The Strategy Analytics Wireless Media Lab has recently released its latest end user research report entitled "M-Commerce: Search Efficiency and Results Customization Critical," which evaluates the mobile experience of leading e-commerce sites eBay, lastminute.com and Odeon Cinema.

This report finds that users rated the experience of mobile commerce substantially inferior to the fixed internet experience, with extremely low satisfaction ratings, depending on the site being tested.

At the very least, users expect to be able to purchase content (lastminute.com and Odeon Cinema) and bid for items (eBay) using the mobile portal. This report also found that Amazon -- followed by iTunes -- are the most sought after e-commerce sites on mobile phones.

"Consumers were profoundly dissatisfied with the concept of only using the M-Commerce sites for research and pre-purchase evaluation," commented Paul Brown, Senior Analyst, User Experience Research. "Participants were surprised and disappointed that when using the lastminute.com mobile portal they could search for flights and vacations but could not purchase either tickets or trips."

David Kerr, VP of the Global Wireless Practice, added, "If M-Commerce sites are to be successful, it is critical to offer users the core features they associate with the brand. In order to ignite M-Commerce transactions, M-Commerce sites must offer efficient search engines, the ability to customize results and assurance of secure transactions."

I believe that it's possible that designers of the mobile portal sites that were reviewed could have intentionally omitted transaction capabilities, in the belief that the majority of consumers would be hesitant to complete a purchase via a mobile phone. Therefore, this study has actually uncovered some positive insight that service providers can utilize to enhance their offerings.

Popular posts from this blog

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Why Instant Issuance Payment Cards Evolved

The global financial services sector continues to grow as more progressive organizations seek to gain a meaningful competitive advantage from their digital transformation initiatives. Across the globe, many regions are seeing a significant rise in 'instant issuance' activity from a physical and digital perspective, from both traditional and emerging innovative banking institutions. Digital Payments Market Development Customers increasingly demand instant access to banking services, with physical instant issuance enabling them to leave their branch equipped with a ready-to-go payment card. According to the latest worldwide market study by ABI Research, the market for instantly issued physical payment cards will increase from 243.2 million shipments in 2022 to a forecast of 471.1 million in 2027. "Critically, instant issuance of payment cards is no longer limited to the physical," said Sam Gazeley, industry analyst at ABI Research . Indeed, the growing digitization of p

Open Banking Usage to Grow by 470 Percent

The Open Banking business model has been advantageous for Third-Party Providers (TPPs), helping them to extend their offerings into other areas of financial services with new capabilities. Open Banking is also advantageous for traditional banking institutions, despite the perceived loss of custodianship over their data, by providing greater accessibility to more bank services. Furthermore, Open Banking can help serve Mobile Internet providers that are able to leverage it to create tailored services according to customers’ preferences and/or economic limitations. Open Banking Market Development Since traditional banking services are made more convenient by TPPs via greater data access, customers can proactively manage their finances and shape the development of new financial offerings. This is particularly noticeable in the realm of Digital Payments, where retail merchants and customers transact through eCommerce, which has the greatest number of use cases for Open Banking. These includ