Here's what mobile shoppers really want

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Caiaimage/Tom Merton

Just under 30% of people surveyed said they made a purchase with their phones this holiday season.

Given the seemingly infinite number of choices the web offers consumers, it's crucial for retailers to create the perfect mobile shopping experience.

If they don't, shoppers will simply take their business elsewhere - without so much as having to get off the couch.

In order to get an idea of what, exactly, consumers are looking for when they shop on their smartphones and tablets, the digital experience agency Siteworx surveyed 3,000 people to find out how they made their purchases this past holiday season.

Their responses offer valuable insights into which devices people are using to shop, which tasks they're using those devices to accomplish, and which features make the whole experience more enjoyable.

Here's what we learned about mobile shoppers:

They don't want to download a retailer's app - unless it's faster than the website.

For the third consecutive year, Siteworx found that consumers preferred to shop via a retailer's mobile website instead of downloading a separate app. This past year, 63% of respondents said they liked using a mobile site better, up from 56% a year before.

However, when asked which qualities would encourage them to download an app, those surveyed most frequently said they would do so if it were faster than the retailer's mobile website, beating out perks like loyalty benefits, special offers, and a streamlined checkout process.

What this tells us is that when comes to mobile shopping, time is of the essence, especially since so many people are browsing using relatively slow 3G networks.

Siteworx survey mobile apps vs web

Siteworx

They want to see your products front and center.

More than anything else, people said being able to easily find a company's products made their purchase experiences more pleasant. Forty percent of Siteworx's respondents gave this answer, trumping access to user ratings and reviews (35%) and an easy checkout process (33%).

One thing they definitely don't want? The ability to share the news of their purchases with friends.

Siteworx survey what makes mobile shopping enjoyable

Siteworx

Sometimes, they just want to find out how to get to your store.

Despite all of the advances made in mobile commerce these past few years, many people still prefer to make their purchases in person at brick-and-mortar stores.

More than half of those surveyed - 52%, to be exact - said they used their smartphones to find out a store's hours and location. By comparison, just under 30% used their phones to make purchases, and only 46% used them to research products and compare prices.

Siteworx how do you use your phone bigger

Siteworx

For more insights, you can download the complete report at Siteworx's website.

This post is sponsored by Siteworx.

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