Digital Platforms and the Customer Journey - UK - February 2020
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The majority of consumers are favouring online purchasing ahead of in-store, although there continues to be a fine balance between security and convenience with this process. Many consumers like using biometrics ahead of passwords, and are happy for sites to remember their card details for future purchases. Conversely, the vast majority are concerned about the security of using a voice assistant for a purchase, which will be a significant early roadblock for voice commerce.
Consumers across all age groups are most likely to use a laptop for an online purchase, but younger consumers prefer to use smartphones by far. Around a quarter of those who use a smartphone to make online purchases have done so with a mobile payment service, such as Apple Pay or Google Pay. Meanwhile, just under 30% of all consumers use their smartphone as a contactless payment device in-store.
“There are many emerging technologies that are developing the buying experience, such as the ability of AR to visualise a product before purchasing. Additionally, smartphone-based buying has significant potential for growth due to its reliance on biometrics ahead of passwords, and its role in both the online and in-store shopping experience. However, it will take some more time for consumers to build the trust in voice-based payments.”
– Zach Emmanuel, Consumer Technology Analyst
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