Searching products main problem for mobile shoppers


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


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 bought16.8%
Not even visited sites16.1%

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

Yes (to SQ2)26.1%

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

Difficult to search for products58.6%
Insufficient images42.9%
Slow navigation28.3%
Uneasy about security27.2%
Difficult to understand how to use10.5%
Few products8.9%
Insufficient “my page” personalisation features8.4%
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