Survey: Shoppers Unaware, Uncomfortable with Certain Mobile Technology (April 24, 2014)
Consumers may be embracing mobile apps, but that doesn’t necessarily mean they’re comfortable with or even aware of what their apps can do, a new study suggests. More than 70 percent of mobile app users said they don’t like the idea of being tracked into a store via their smartphones, and 56 percent of them aren’t interested in receiving push notifications while shopping—both of which are touted as keys to advancing mobile wallets. The data are based on a survey this month of more than 3,000 U.S. iOS and Android users conducted by Retale, a Chicago-based provider of a mobile app and Website that aggregates weekly retail circulars.
Furthermore, adoption of mobile services, such as Google Wallet and Apple’s iBeacon, suffer from a lack of consumer awareness and understanding, Retale discovered. Three-fourths of survey respondents were unaware that iBeacon exists. Also, 11 percent of Android device owners have used Google Wallet, and less than one-fourth of iOS users have tried Passbook for coupon shopping offers, according to the survey.
Maximizing in-store foot traffic and sales “could mean helping consumers better understand the benefits of these technologies in order to break down the barriers to widespread adoption,” said Retale President Patrice Dermody. “Just like with any new technology, it often takes time for consumers to adapt and change their buying behaviors.”
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