41% of consumers show open to use mobile as a means of payment, maintaining the trend of the first wave (42%) made in January.
60% of online shoppers have abandoned cart one or more times. Of the 6 cases mentioned, 3 relate to security or payment problems.
This is one of the main findings of the second wave of the study “Consumer behavior trends to new loyalty and payment 2014” conducted by the consulting market research Connect, and presented by The Logic Group. On this occasion, they have been conducted online surveys on a sample of 1,000 citizens living in towns of more than 100,000 people, ages 18 to 65 and 50% distributed between men and women.
The study begins by analyzing what the consumer attitudes to the various proposals loyalty. With 76% declaring to belong to any club, an open attitude towards them is observed whenever they offer clear advantages for the customer-preferably discounts or gifts- and are willing to provide personal information if they obtain rewards or custom tailored to their tastes.
It has also drawn a comparison between what consumers receive loyalty programs and what they would like. This positioning is clear: they prefer direct discounts on the purchase of goods and services or money by accumulating points.
Another factor to consider is what loyalty or rewards programs have more influence on the purchase decision. 48% prefer those that provide direct discounts and secondly, 17% for those with interesting offers. Regarding the preferred channel for communications, 84% placed the email in the first place, although the physical establishment is also a suitable medium for 26% and 21% for SMS.
Where do consumers shop?
The study by Connect observed consumer behavior against the physical and online shopping store. Of the total respondents, 24% purchase only in traditional establishments and 1% exclusively through internet. The remaining 75% use the two channels; estimated 70% physical and 30% shop online. And what are the main products purchased online? For this ticket order transportation, technology, tickets and clothing. Reading and music reach lower percentages. Is therefore still extensive backgrounds in the development of e-commerce, where for 86% of today’s consumers, online shopping is a positive experience and that leads them to buy more at the store and be more faithful to it.
One of the key problems of online shopping is the abandonment before completing the purchase. 60% say they have had to interrupt the process at one or more occasions and between 6 reasons allude, 3 have to do with payment or security: difficult or slow to pay, not seem like a safe web or not have on hand the keys. Extra expenses at the last moment are the main cause for abandoning the basket.
As for the payment, the consumer uses mostly credit cards / debit cards (47%) and PayPal (48%) in online stores, while in physical stores the percentage is divided between those using cash and cards interchangeably (51 %), only cards (29%) or cash only (20%).
Showrooming or Webrooming
Much is talking about Webrooming and showrooming as trends in growth.While most consumers buy on the same channel that are reported, 38% sueleninformarse first internet and then go to the physical store the product while 12% practice showrooming, ie, look Store traditional and online purchase. The showrooming is more widespread among young people between 26 and 35 years.
Influence of new technologies: mobile as payment
Among the various activities that consumers normally performed via Internet is increasingly common to purchase goods or make payments.When asked specifically use that often give the smartphone or tablet, 21% say they use them for this purpose as introducing mobile payment device.
Analyzing more in detail this new trend, 41% of consumers shows open to use mobile as payment and 31% are not sure. Mistrust and lack of information make it perceived as an unsafe environment. There are other fears like theft or loss, hacking / hackers, or mismanagement of purchase, indicating the need for more and more information.
Regarding the APPS, reveals 17% have downloaded to your smartphone or tablet at least one for purchases, mainly belonging to online applications multibrand stores