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Over half of UK smartphone shoppers abandon their baskets

Retailers need to improve the online shopping journey for consumers using mobile devices, as new research stated over a half of UK smartphone shoppers abandon their baskets before checkout.

While the percentage of UK consumers abandoning mobile shopping baskets has fallen from 66% in 2013, customers are still finding it difficult to transact on smart devices, with 68% of mobile shoppers blaming usability issues for abandoning a purchase.  

The three most concerning reasons why shoppers do not finish purchasing on mobile devices include: slow loading times (32%), payment process being too complicated (27%) and difficulty with navigating the checkout process (26%).

Meanwhile, uncertainty about the purchase only accounted for 21% of all abandonments and only 16% of consumers are concerns over payment security.

The Mobile Consumer Insights study, carried out by identity management company Jumio concluded that in 2014 poor mobile shopping experience cost the UK retail industry £6 billion in abandoned sales.

"As mobile transactions continue to skyrocket, so do abandoned purchases, incomplete account openings, and lost revenue," said Marc Barach, chief marketing officer, Jumio. "Businesses have heeded the warning and are finally prioritising mobile checkout experiences, underscored by the ten percent improvement in abandonment rates over the last two years.

“But, experiences are still far from being as seamless as they need to be in order for retailers to stem the tide of lost opportunity and put a potential £6 billion back in their pockets."

Over 1,000 UK adults were surveyed in June and fashion was discovered to be the most frequently abandoned sector with 53% of respondents not completing their online journey, while 39% of all mobile food and drink (grocery or take-away food) purchases are abandoned.

The study also concluded the lower the transaction value, the more likely it will be abandoned: 39% of those spending £1-£49 abandoned purchases, compared to only 12% leaving purchases of over £100.

Two-thirds (68%) of those who have abandoned a mobile transaction went back and attempted that transaction again later, with 27% choose a computer for their second attempt, while 22% tried again on their smartphone and 17% tried from a tablet device.  

Men are more patient than women, as 73% are more likely to attempt a transaction again, compared to only 63% of females.

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Jumio