Smartphone device of choice for 44% of purchasing decisions

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Smartphones are the device of choice when consumers are researching products. (Wachiwit/Getty Images)

A survey reveals that 44% of online shoppers use a smartphone as their device of choice when making purchasing decisions. According to Namagoo's Online Consumer Behavior 2018 Study, it seems most consumers are multitasking while making purchasing decisions, making it harder than ever for brands to get shoppers' attention. 

As many as 57% of respondents said they make purchases while at work and 51% said they buy while doing household work, while others are dining out, running errands or heading to work. 

Also in the survey, 77% of respondents cited shipping and other fees as the main reasons for abandoning an online shopping cart. 

And the most frustrating part of the checkout process, for mobile (63%) and desktop (53%), was having to enter information twice.

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But what brings shoppers back? Thirty-eight percent said they returned to an e-commerce site after getting an email with a discount. 

“This data further confirms the importance of making every online journey as seamless as possible in order to capture and retain the attention of today’s consumer,” said Ohad Hagai, senior VP of marketing at Namogoo. “With so many offline distractions surrounding consumers, any barrier in the online experience can act as an exit point and result in a lost transaction for the retailer. While it’s almost impossible for e-commerce brands to control their customers’ offline distractions, there are many online influences crippling conversion rates that are avoidable.”

The survey also looked into how consumers view unauthorized digital ads. More than 55% are likely to click on ads on retailer sites that offer the same product for a lower price and 80% would buy the product from the site that lured them away. 

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Still, 78% of consumers found pop-up ads as a negative distraction and 62% feel these ads mean the customer experience is not a priority for the retailer.