57.5% of all shoppers use the omnichannel service, but only 31.6% describe it as being a smooth process, according to a new report.
If the price is right, consumers are ready to shop via mobile devices.
Shoppers do not yet buy as readily on mobile devices as on computers, but 62% of mobile phone owners would be willing to make a purchase with a mobile device this holiday season if prompted by coupons, discount offers, text alerts, gift cards or loyalty points, up from 32% last year, according to a survey by mobile commerce technology provider Sybase 365, a subsidiary of Sybase Inc., and the Mobile Marketing Association, a trade group.
"With more consumers than ever before planning to make the shift towards mobile this holiday season, merchants ignore the mobile commerce wave at their own risk," says Michael Becker, managing director for North America at the Mobile Marketing Association.
"We are seeing opportunities for merchants seeking to increase revenue and customer retention by offering mobile shopping and incentives," says John Sims, president of Sybase 365.
Many mobile phone owners are also likely to use their phones for other shopping activities this holiday season. According to the survey of 847 mobile phone users, 38% would use a mobile device to find a store location, 34% to compare prices, 28% to research deals and coupons, and 27% to find a product review.
While there are as yet few stores where U.S. consumers can pay with their mobile phones, the survey finds some interest in that option varies by who handles the payments. 25% of mobile phone owners say they would be more likely to make a mobile payment if the system was offered by their financial institutions, while 22% would be persuaded by PayPal and 18% by a system from a credit card company.
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