BOSTON: Retailers face a constant challenge when trying to connect with mobile consumers and a new survey is likely to add to the complexity with findings that show just how much consumers multi-task while making purchase decisions.

According to tech firm Namogoo, more than 44% of online shoppers in the US use a smartphone as their device of choice and the majority are engaged in other activities while shopping.

Out of the 1,300 online consumers who took part in the survey, 57% say they make purchases while at work, 51% actively shop while conducting household chores, while others shop while dining out (22%), running errands (22%) or commuting to work (19%).

The vast majority of respondents (90%) say that prices and shipping fees are the most important factors that influence their shopping decisions, while three-quarters (77%) cite shipping and other fees as the main reasons for abandoning their purchase.

“This data further confirms the importance of making every online journey as seamless as possible in order to capture and retain the attention of today’s consumer,” said Ohad Hagai, SVP of marketing at Namogoo, a company which describes itself as specialists in “customer hijacking prevention”.

“With so many offline distractions surrounding consumers, any barrier in the online experience can act as an exit point and result in a lost transaction for the retailer,” he added.

The Namogoo survey also explored how consumers react when served unauthorised ads, which appear to act as a significant barrier to sales conversations.

For example, some 55% of online consumers are likely to click on ads on retailer sites that offer the same product for a lower price, while 80% of those inclined to shop elsewhere say they would return to that other site in the future.

Meanwhile, around four-in-five (78%) of consumers exposed to unauthorised ads, such as pop ups, while shopping on an e-commerce site say the intrusion would leave them with a negative impression of the retailer. And two-thirds (62%) say they would feel these ads mean the retailer does not prioritise the customer experience.

Sourced from Namogoo; additional content by WARC staff