SAN FRANCISCO: Omni-channel shoppers in the US are looking for a better experience across all devices, especially mobile, but 71% believe the transaction process could be improved, according to a new survey for Facebook.

As part of its ongoing analysis about how mobile is changing shopping habits, the social network posted an update based on a poll of 2,400 US consumers by research firm GfK.

The study found that 60% of omni-channel shoppers say they will start making purchases on their mobile devices or do so even more this year, while 64% expect to use their devices to conduct more research. In addition, 61% expect to use their smartphones more while in stores, compared to 2015.

However, on top of the 71% of mobile shoppers who feel the transaction experience could be improved, a similar proportion (70%) say the same about their website/app experience.

This is particularly important because of the flexibility and convenience that mobile shopping offers, as borne out by further survey findings that 56% made a purchase on a mobile device because they were already using it, while 55% pointed to the convenience offered.

Facebook advised brands that want to reach these consumers to break down any barriers holding them back from purchasing.

Brands need to create a seamless experience, the report suggested. Tips for achieving this goal include making it easy to enter payment information, offering multiple shipping options and allowing consumers to complete a transaction without having to download an app.

"54% of omni-channel shoppers say they are more likely to shop with a retailer that makes it easy to buy on several devices," the report noted.

"As integrated online/offline shopping becomes the new normal, brands should ensure shoppers' online experiences are as smooth as their brick-and-mortar experiences and equally as enjoyable."

Data sourced from Facebook; additional content by Warc staff