Shoppers not as entranced by mobile shopping as expected

Mobile marketing and shopping has been heralded as the next retail networks spurring both brick-and-mortar storefronts and online shops to develop their own mobile strategies.

Mobile marketing and shopping has been heralded as the next retail networks spurring both brick-and-mortar storefronts and online shops to develop their own mobile strategies.

However, a recent study from Shoppercentric finds the mobile may not be as central to customer satisfaction and loyalty as previously believed. According to the research, only 13 percent of consumers have used their smartphones in the past month to make a purchase. That figure drops to 7 percent for tablets.

Consumers named a few reasons for the low purchasing rate, most having to do with the perks of shopping in-store. Fifty-one percent of respondents said that mobile doesn't allow them to "experience products effectively," and 46 percent cited poor or slow network connections. Only 29 percent believed mobile was a secure channel through which to shop.

To continue to grow more successful, Danielle Pinnington, managing director at Shoppercentric, told PCWorld that retailers need to go multichannel and adopt measures that will make customers feel secure sharing their information.

"Our data shows that a huge amount of overlap between channels exists - shoppers don't assign individual roles to individual channels," Pinnington explained. "Shoppers don't want them as separate teams, they want them as one seamless team working for them. They just want to approach that team from different angles."