A recent Prosper Mobile Insights study revealed that browsers/apps were more popular than the swipe/tap method for Mobile Holiday Purchasing. Surveying 333 smartphone users, researchers assessed how consumers interacted with brands using their phones and tablets.
When asked, “how likely are you to swipe or tap your mobile device to pay for a transaction in store this holiday season?” a majority of 40.5% say they are very unlikely (the lowest rated option).
When asked, “How likely are you to make a purchase from your mobile device through a web browser or app this holiday season?” a majority of 49.8% say they are very likely or somewhat likely (the highest and second highest rated options).
The survey also gaged users level of comfort using smartphones to pay for transactions in different instances. A majority of 59.7% said they are very likely or somewhat likely to use a smartphone or tablet to purchase an item online using a web browser or app.
When asked, “what would entice you to make a purchase via mobile this holiday season rather than buying in-store or online using a computer?” the most compelling incentive is free shipping and the least intriguing is holding an item for store pick-up.
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