Home Industry Market Aussie, Kiwi shoppers favour ‘human touch’ when shopping online

Aussie, Kiwi shoppers favour ‘human touch’ when shopping online

Australian and New Zealand shoppers still like the "human touch" when doing their online shopping, despite a newly released study showing that chatbots and automation are taking over customer service in the name of efficiency.

The study of 1000 Australians and their New Zealand counterparts, commissioned by LogMeIn, reveals that mobile is quickly emerging as a vital component for eCommerce, but that 93% of ANZ online shoppers believe there should always be a way to contact a real person during a mobile experience.

And, 74% said they are open to an offer of help via a proactive chat invitation on a mobile website.

Globally, the research – conducted by Vanson Bourne for LogMeIn - showed that on average only 52% of respondents reported that they were satisfied with their last mobile engagement with a business, with 91% of respondents unlikely to do business with a company following a bad mobile experience. LogMeIn says these results are “incredibly problematic”.

{loadpositrion peter}Among the key findings for Australia and New Zealand, was that mobile is a critical part of the shopping experience for both purchase and product research engagements.

A total of 42% of ANZ respondents reported that they regularly use their mobile device to research products or services before buying, while 62% will actually purchase these products or services on their mobile device.  

Other key findings for ANZ include:

•    Speed is key
Mobile is all about ease of use and finding information fast. A total of 38% of consumers report having left a website in the last four weeks due to difficulties in finding support contact information. When looking for product or service information, 45% report giving up within a minute of their search.

•    Mobile commerce puts pressure on support
Customers are becoming increasingly frustrated with the lack of support available through a mobile website or app.  Easy to find contact information for support ranked highest (44%) among the factors to ensure a good mobile experience. And 69% report that they have abandoned a mobile experience because it was too difficult to initiate contact.  More respondents (63%) report that they use a search engine to get answers to their questions over a company’s website or app. When customers abandon the website or app, they are exposed to competing offers, potentially losing the company a sale.

•    Human interaction is imperative; use of chat is growing
About 93%of respondents believe there should always be a way to contact a real person during a mobile experience; and a majority of respondents — 71% — report that they would be open to an offer of help via a chat invitation while on a mobile website.

•    Security and other issues are hindering mobile spending
A total of 63% of consumers reported that they would spend more money via their mobile device if one or more concerns were addressed. And 29% believe it should be easier to compare products on the mobile device while 23% cited lack of confidence in security of eCommerce sites and apps as a significant issue.

 “There are more ways than ever for companies to engage with customers and mobile is a vital part of a company’s eCommerce success, said Dave Campbell, vice-president of product marketing for customer engagement and support at LogMeIn.

“Customers expect a seamless experience and access to information across all of the channels and devices they use.  While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).