While 68 per cent smartphone and tablet owners have attempted to make a purchase order on their device, in response to a Jumio study, 66 per cent have didn’t complete a transaction as a result of obstacles encountered in the course of the checkout process. 

Based on a survey of over 2,000 US adults, performed by Harris Interactive, the study found that the most typical explanation for basket abandonment was not feeling comfortable entering their bank card information on a mobile, with 51 per cent giving this as a reason.

Unintuitive apps and sites also played an element, with 41 per cent saying they abandoned their purchase as the checkout process was too difficult, while 23 per cent found that their purchase simply wouldn’t work on their device.

“Businesses invest a lot to get consumers to the purpose of sale of their mobile apps, but there are numerous obstacles keeping users from taking their purchase around the finish line,” said Daniel Mattes, founder and CEO of Jumio. “Consumers will continue to demand an easier, more streamlined mobile payment process. Until retailers address their important concerns – from providing faster checkout options to addressing the protection of mastercard and account info – they’ll continue to look a big part of their customers abandon their shopping carts rather than clicking ‘buy’.”