Americans Not Taking Advantage Of Their Smartphones – Yet
Thursday, May 3rd, 2012This recent Harris Interactive poll should be of interest to anyone who works on mobile customer service initiatives or mobile-payments programs – Harris’ recent study took a look at what smartphone capabilities people are using, and what capabilities they are comfortable with.
About 55% of the respondents indicated they had a smartphone capable of performing advanced functions. At first glance, the results seem to suggest very limited mobile adoption:
According to a recent Harris Poll, very few are taking advantage. Smart phones today can store information to make our lives more efficient – information that can be scanned to make a purchase, or displayed as a ticket for admission, allowing us freedom from printed confirmations or carrying bulky wallets. However, when asked about a list of items that one could scan their mobile or smart phone for, only small minorities report having done so in each case.
They reported single-digit percentages for use of most functions that could improve or streamline a customer’s experience, like utilizing the smartphone in lieu of a movie ticket or airline ticket, or to make payment for a purchase of apparel or convenience items. However, pairing these numbers with the second set of questions asked, which revolved around comfort levels with these activities, shows an interesting contrast. A couple of comparisons:
- 5% have scanned their smartphone as a movie ticket. 47% are “very” or “somewhat” comfortable with the concept.
- 3% have scanned their smartphone to pay for a purchase of clothing or electronics, while 39% would be “very” or “somewhat” comfortable using a gift card-style account in this manner and 24% would be “very” or “somewhat” comfortable using a stored credit card in this manner.
In general, higher comfort levels were found among younger consumers (age 18-35 “echo boomers”) and men.
So, why the huge gap in use vs. comfort? There are a few possible theories – the dichotomy could possibly be driven by the existence of a limited number of retailers offering self-service options that take full advantage of smartphone capabilities, lack of communication of the availability of these functions, the multi-channel self-service functions not yet delivering the value customers are looking for, or retailers currently offering these programs not doing enough to make the “somewhat” comfortable consumers feel secure with their implementations.
The takeaway for those offering or planning to offer additional mobile self-service options to their customers is that a potential userbase is out there and possibly growing, but the utility, positioning and data security and compliance of your services will all be critical if they are to be a success. Harris finished the article with the results of a question they asked about when, if ever, information stored on mobile phones would be used more pervasively as a form of payments than cash. Only 30% said “never”.
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