Android tablet owners, meanwhile, are the most pleased shopping from mobile sites.
Katie Evans , Managing Editor, International Research
When it comes to consumer satisfaction with the mobile shopping experience, Windows smartphones win for apps, while Android tablets win for mobile site shopping, according to a new white paper from Adobe Research Inc., the research and web development arm of Adobe Systems Inc.
64% Of Windows smartphone owners are content with shopping via mobile apps, compared with 61% of owners of Apple Inc.’s iPhone, 56% of those who own iPads, 55% for Android phone owners and 54% for consumers who have Android tablets. Adobe surveyed 3,075 mobile adult consumers in the U.S., Canada, the U.K., France and Germany to learn more about the mobile devices they use, how they interact with mobile apps and sites and what they want out of their mobile experiences.
When it comes to shopping via mobile sites, owners of Google’s Android tablets are most content, at 67%. That was followed by Windows mobile owners at 66%,iPad owners 64%, iPhone 62% and Android phone owners 57%.
When asked how much they spend via mobile devices, a plurality, 44%, said they purchased between $1 and $249 worth of goods via mobile in the past 12 months. That was followed by $250 to $499 with 27% and $500 to $749 with 17%. $750 to $999 and $1,000 and above tied with 6% each.
The most popular items bought on mobile devices were clothing, shoes and jewelry, with 51% of respondents making such a purchase in the past year. Books, magazine and newspapers came in second with 48%, and movies, music and games (excluding mobile games) came in third with 47%.
Shoppers spend more shopping from tablets than from smartphones, the survey also reveals. For example 37% of Android tablet users spent more than $500 on products in the past 12 months, compared with 25% of Android smartphone users. 43% of iPad and iPad mini users spent $500 or more compared with 32% of iPhone users, Adobe reports.
Retailers looking to improve the mobile shopping experience for consumers might want to focus on clear and thorough product and price information, easy checkout and ratings and reviews, Adobe also notes. Those were deemed the most important features on mobile apps and sites by consumers with 53%, 47% and 41% of consumers, respectively, saying those features were important. When asked specifically what visual features would prompt them to make a mobile purchase, 44% answered side-by-side comparisons, followed by 360-degree spinning, also at 44%, and interactive zoom or panning at 38%.