News

Biggest mobile shopping gripe: ads

June 19, 2018

Today's shoppers using a mobile device are frustrated due to too many ads and retailers need to make some changes to avoid losing loyal customers.

That's the big takeaway from a new Usabilla study regarding online consumer experiences, according to a press release.

The data, from the VoC platform vendor, reveals 40 percent of shoppers say there are too many ads when shopping via a mobile device and have little patience for time-consuming and what they view as "intrusive" experiences.

The frustration also ties into having to repeatedly input information such as shipping and billing. Sixty one percent of customers will leave an online store if they don't like the website, and nearly one in five (18 percent) report that a difficult-to-use website or app is a factor most likely to prevent them from ever returning to an online store.

"Today's shoppers go online for convenience, so slow-loading websites, intrusive ads and clunky user experiences defeat the purpose, especially for users on mobile phones, where patience runs even thinner," said Kathleen Hickey, marketing manager at Usabilla, in the release. "To remain competitive in the crowded retail market, brands must prioritize usability, streamline the path to purchase and find ways to make online ads enhance the experience rather than diminish it. Otherwise, they risk losing loyal customers to competitors."

The Usabilla "Retail Nightmares Report" polled 2,000 U.S. consumers.