Complexity And Fear Keep Consumers From Shopping On The Phone: Study


The mobile phone is too complex for users to feel comfortable using them to buy physical goods, however, consumers in the U.S. and the U.K., say they are likely to use the phone to check prices and the location of a store, according to research conducted by Gartner.

The report said in addition to complexity, the second-biggest reason not to shop on the phone is fear of having their location tracked. Gartner: “Retailers and wireless providers will need to clearly state the benefits that consumers gain by divulging their locations

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