Searching products main problem for mobile shoppers

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Have you ever done shopping from your mobile? graph of japanese statisticsjapan.internet.com recently reported on goo Research’s 8th regular mobile shopping web site use.

Demographics

Between the 13th and 15th of May 2013 1,090 mobile phone (including smartphone) using members of the goo Research online monitor group completed a private mobile internet-based questionnaire. 57.0% of the sample were female, 1.9% in their teens, 19.1% in their twenties, 36.7% in their thirties, 28.8% in their forties, and 13.5% aged fifty or older.

I’m in the never even accessed category; the survey was, I believe, focused on physical goods, not services, so buying from an App Store was not counted.

Research results

Q1: Have you ever done shopping from your mobile phone, smartphone? (Sample size=1,090)

Yes, often (to SQ1) 12.6%
Yes, sometimes (to SQ1) 31.8%
Yes, just once or twice (to SQ1) 22.8%
Visited sites but not bought 16.8%
Not even visited sites 16.1%


Q1SQ1: Do you have dissatisifactions with these mobile shopping sites? (Sample size=732)

Yes (to SQ2) 26.1%
No 73.9%


Q1SQ2: What dissatisifactions do you have with these mobile shopping sites? (Sample size=191, multiple answer)

Difficult to search for products 58.6%
Insufficient images 42.9%
Slow navigation 28.3%
Uneasy about security 27.2%
Difficult to understand how to use 10.5%
Few products 8.9%
Insufficient “my page” personalisation features 8.4%
Other 13.1%
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