El consumer behavior in the mobile commerce is undergoing crucial changes in 2024, driven by Technological advances, changes in the user preferences and a growing interest in the optimized experiences for mobile devices. Although consumers are more connected than ever, they persist significant barriers that limit their massive adoption of mobile commerce as a primary shopping channel. In this article we explore the key factors that influence the mobile shopping experience, based on recent studies and emerging industry trends.
Consumer preferences: Why does mobile continue to lag behind?
Despite of time spent On mobile devices, a large portion of consumers still prefer to make their purchases through desktop computers visiting him physical storesAccording to the latest UPS report on online shopping habits, more than 55% of consumers prefer online shopping. However, only a fraction considers mobile shopping as its main option.
- Easy to compare products: Consumers find product comparisons much easier on a desktop computer due to larger screens and the ability to open multiple tabs.
- User Experience Issues: Small or unclear images, lack of product information and difficulties navigating mobile applications are some of the reasons. frustrating experiences for the consumers.
- Safety concerns: Around 30% of consumers interviewed expressed distrust when introducing credit card information on a mobile device.
Factors that influence the choice of the purchasing channel
Each consumer chooses their purchasing channel based on specific conditions that directly influence their decision. According to the UPS report and other recent research, the most relevant factors include:
- Delivery time: 34% of respondents said that the speed or slowness of delivery significantly affects their shopping experience.
- Satisfaction on returns: Only 44% of consumers are completely satisfied with current return policies, which represents a crucial area to improve the post-purchase experience.
- Flexible financing availability: Options like “buy now, pay later” are improving the user experience in mobile apps, especially in sectors such as fashion y technology.
The specific challenges of mobile commerce
A comprehensive study also revealed friction points specific ones that limit the adoption of mobile devices as the main e-commerce channel.
- Product comparison: Three in 10 consumers find it frustrating to compare products on mobile devices.
- Check out: One in four say the checkout process is overly complicated, especially in poorly optimized apps.
- Image size: La half of consumers abandon their purchases due to small or low-quality product images.
Despite these challenges, companies are exploring disruptive technologies to meet these expectations and increase consumer confidence.
Emerging trends in 2024
The year 2024 brings with it important innovations that aim to eliminate the obstacles encountered in the past by mobile consumers. These trends include:
- Voice Search Optimization: With devices like Alexa and Google Assistants, brands are adapting their platforms to improve the voice search experience.
- Augmented Reality (AR): Tools like “try before you buy” in AR are helping consumers visualize products in their real-world context.
- Biometric payments: Options such as facial or fingerprint scanning are increasing security and customer confidence.
Mobile commerce in 2024 has a promising outlook. Brands that are able to integrate these innovations and improve the user experience, both in visual and functional terms, will have a significant competitive advantage.
Mobile consumer behavior is a mix of opportunities and challenges. Understanding their needs and concerns will be crucial to defining the most effective marketing strategies and continuing to gain their trust, especially in today's dynamic context.