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£6bn in revenue left on the table by mobile businesses last year

Tatanka Advisory - 26 Aug 2015

Survey reveals that more than half of UK smartphone users have abandoned their transaction

August 20, 2015

London: Jumio Inc. on Thursday released results from the company’s latest Mobile Consumer Insights study, which looks at user behaviour and transactions on mobile. Conducted online by Harris Interactive, the study identifies the driving forces of purchase and account opening abandonment as well as security concerns around transacting on mobile devices. These factors continue to be a major issue among mobile device users, despite consumers’ increased reliance on mobile and the growing awareness of hindrances to mobile sign-ups and checkout. The 2015Jumio Mobile Consumer Insights Study found that more than one-half of UK smartphone owners (55%) have abandoned a mobile transaction. A survey carried out by Jumio in 2013 showed a global abandonment figure of 66%. Customer concerns about usability made up the top three reasons for abandonment: slow loading times (32%), payment process being too complicated (27%) and difficulty with navigating the checkout process (26%).  Customer uncertainty about the purchase only accounted for 21% of all abandonments.

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