The future of mobile shopping may already be here, but it seems the mobile shopper is still a few steps behind. In a new survey of more than 3,000 Android and iOS (iPhone and iPad) users in the United States, 71% say they don’t like the idea of being tracked into a store via their smartphones, and 56% say they are not interested in receiving push notifications while shopping.
The survey from Bonial — which offers a location-based mobile and web app called Retale that provides weekly sales circulars from major retailers — questioned Android and iOS users about their mobile shopping experiences, usage and overall awareness.
Despite a growing list of so-called “game-changing” mobile technologies ranging from Google Wallet to Apple’s iBeacon app — which sends in-store deal notifications to nearby iPhone users — consumer adoption has been slowed by lack of awareness and understanding, according to the Bonial / Retale study.
In fact, 75% of survey respondents were unaware that iBeacon exists, while only 11% of Android users claim to use Google Wallet, and just 23% of iOS users have tried Passbook for coupon shopping offers.
Similarly, 56% of mobile shoppers in the survey know that near field communications (NFC) is a contactless payment system used for mobile payments, and the 38% who are familiar with the technology choose not to use it. Only 5% to 6% say they regularly use NFC to pay retailers.
Other key findings include:
— iOS users are more receptive to in-store mobile push notifications for shopping.
— iOS users are nearly split 50-50 in favor for and against push notifications.
— A majority (61.6%) of Android users say they don’t want notifications.
— 71% of mobile app users expressed some level of concern with being monitored.
“Just like with any new technology, it often takes time for consumers to adapt and change their buying behaviors,” says Retale President Patrice Dermody. “For retailers looking to maximize traffic and sales, helping consumers better understand the benefits of these technologies [can] break down the barriers to widespread adoption.”
You can see the full survey results here.
Since debuting in Germany six years ago, the Retale shopping app has hit the top of Apple’s download charts in Germany, France, Spain, Russia and Brazil; it currently claims more than 12 million users. You can learn more about the app and try it for free on the Apple App Store and Google Play.
