Management / UK millennials most 'put off' when smartphone shopping online

UK millennials most 'put off' when smartphone shopping online

People aged between 18 and 24 in the UK are most easily dissuaded to shop online in comparison to other demographics.

Smartphones were the most popular choice to look up the location of shops across every demographic (54 per cent), and 37 per cent researched a product with the intent to buy it at a later time on a different device.

When it came to buying a product online, research from YouGov found that tablets were the go-to device for 68 per cent of respondents, whereas only seven per cent would use a smartphone.

The research found that ‘millennials’ – the demographic of 18-to-24 year olds, are most easily put off online shopping using a smartphone alongside people aged over 55.

Younger people found slow or lost connection the most frustrating to work with, while security was a greater concern with older people.

Slow mobile websites deter 24 per cent of 18-to-24 year old respondents, compared to approximately 15 per cent of all other demographics.

For over a quarter of those aged between 18 and 24, losing connection whilst paying for goods online as the greatest deterrent for purchasing goods on their smartphone.

Significantly, this statistic drops to around 14 per cent for the rest of every demographic.

The research suggests that ‘millennials’ have the highest expectation for efficient connection speeds. If the demand is not met, users go elsewhere.

Those aged between 18 and 24 are more likely to be ‘put off’ from using their smartphones for online shopping than those aged between 25 and 34.

Every issue, such as concerns of how secure the area and online connection are, reliability of connection and amount of data usage, posed a larger problem with those in the youngest demographic, suggesting a higher degree of expectation from digital devices from the ‘millennials’.

However, an inability to see the product properly on the screen of a small device was the greatest issue for every demographic.

More retailers are making moves to accommodate shopping online, however, the lack of practicality is evidently a drawback for smartphone users.


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