March 3, 2014, 11:28 AM

Why consumers hate mobile sites (and what you can do about it)

(Page 4 of 4)

"If they can see direct value for themselves, either making their lives easier or saving them money—and I would provide greater emphasis on making lives easier—then retailers have a much greater chance at being able to track consumers," says Nikki Baird, a Retail Systems Research managing partner.

Retail Systems Research m-commerce survey methodology

In late 2013, Retail Systems Research LLC surveyed 1,006 U.S. adult consumers on their mobile shopping habits. 49.2% owned a mobile phone, 2.8% owned a tablet, 43.6% owned a mobile phone and a tablet, and 4.4% owned neither. 65% of mobile phone owners owned a smartphone.

22.0% of survey respondents were 18-29 years old, 24.6% 30-44, 29.4% 45-60, and 24.0% 60 or older. 53.4% were male, 46.6% were female.

9.0% of survey respondents have an annual income less than $20,000, 13.3% $20,000-39,999, 13.3% $40,000-59,999, 11.5% $60,000-79,999, 11.3% $80,000-99,999, 18.0% $100,000-150,000, 11.7% greater than $150,000, and 11.9% prefer not to say.

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