Signifyd shows that the mobile shopping stampede is more like a slow, cautious gait
Signifyd has today released some data concerning the many ways in which consumers shop online, from the popularity of mobile browsers to the percentage of people who continue to shop from their desktop computers like befuddled half-Luddites. The information was gleaned from its fraud detection platform, which is meant to reduce the frequency of fraudulent charges and false positives at the same time.
Here are some of the most interesting tidbits from the report, chart-style:
Many people are shopping with their phones, especially on Android...
But far fewer are making purchases on their smartphones, and instead turn to their tablets...
Or shop on their PCs instead...
And even if they're shopping through their smartphones, they're likely abandoning them in favor of tablets and PCs.
Signifyd guesses that consumer reticence towards making big purchases on smartphones is rooted in their lack of trust in the device; others would likely assert that it's because shopping on a smartphone's itty-bitty display sucks. Unfortunately, attempts to ameliorate the problem might be causing problems of their own -- Signifyd reports that more fraudulent purchases are made on smartphones than on any other platform.
The report also shows that owners of Apple devices tend to spend more money online than their counterparts, no matter what category of device they're using. (The iPad even beats out Kindle tablets, which are essentially glorified sales catalogs for Amazon's many marketplaces.) Interestingly, the category breakdown reveals that even though more people purchase goods on their tablets, the average sale price is higher on smartphones. Maybe people trust their phones after all.
Perhaps the biggest takeaway from the report is that the wide variety of shopping apps available for smartphones and tablets have yet to convince people to ditch their PCs. That might be partly attributed to consumers' frustration with submitting their credit card information via their smartphones; it might also simply be caused by the relative novelty of shopping on these devices. It's hard to tell.
But hey: No matter what device you're using to shop for the holidays, it surely beats getting trampled by crazed shoppers as they rush to purchase the latest Tickle Me Elmo or some other must-have toy of the season.
[Illustration by Hallie Bateman for PandoDaily]