39 per cent of smartphone shoppers are frustrated by the length of the process when buying via their mobile, and 38 per cent are irritated by the amount of information that needs to be entered, according to research just released by payment firm WorldPay. Other frustrations included websites not being mobile phone friendly (31 per cent), acceptance of preferred payment method (17 per cent), and no application being available for a retailer’s website (9 per cent).

63 per cent of consumers rank eWallets – whereby their details are stored by a third party and retrieved when a purchase is made – as their ideal method of payment when it comes to shopping via their mobile phone. Both private eWallets provided by merchants and open public systems such as PayPal are the preferred choice above debit cards (48 per cent), credit cards (37 per cent), and payments through mobile phone networks (14 per cent).

WorldPay offers merchants a range of solutions to enable mobile commerce. The company is in the process of designing a mobile-optimised payment experience for its customers, in association with Mobile Interactive Group (MIG). The new payment solution is currently being developed and he company says it expects it to make mobile payments easier and more flexible for shoppers. Additionally, by utilising an advanced tokenisation solution shoppers can buy quickly and securely across a host of apps and websites without the need to input credit card details each time, as details will be securely stored.

“We were surprised by some of the conclusions coming out of the research that WorldPay has carried out with Consensus,” says Gabriel Hopkins, head of eCommerce products at WorldPay. “iPhone users behave very differently to the rest of the smartphone population and showed a much higher propensity for all types of online activity including eCommerce. We also uncovered a community of shoppers who prefer to use mobile devices ahead of a desktop or a laptop, which was really unexpected. We also saw the importance of convenience across the survey with shoppers showing a clear preference for eWallets and a simple checkout experience.”