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Unpacking consumer concerns and opportunities to grow mobile conversions.
Mobile devices are ubiquitous, shaping how we interact with the world. Yet, despite the constant stream of taps and swipes, mobile commerce hasn't fully bloomed. This report delves into why, exploring consumer behavior, trust barriers, and performance roadblocks—ultimately revealing how to make mobile your star player.
We surveyed 1,600 US and UK consumers and crunched anonymous data from the Quantum Metric platform to bring you this mid-year report. Consider this your cheat sheet for a mobile makeover.
Mobile is the heartbeat of digital activity:
While financial services sees the least (56%).
Even less so for travel (39%).
While in the past desktop has had higher abandoned cart rates - the telltale sign for wish lists - 2024 has seen this flip for the first time with rates for mobile up to 10% higher than desktop.
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So the question is not how to get consumers to use mobile, but how to get them to purchase on mobile—with bigger carts and more frequency.
Let’s start with what is getting purchased on mobile:
App conversion rates are 3X higher than mobile web. As seen in the graph below, IPhone apps have the highest CVR, sometimes even 4X higher than web.
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But, consumers aren’t going with just every app they see. In fact, 33% have reduced the number of apps on their devices and 22% have disabled app notifications in the past 12 months. Building the right channel is the first step to mobile success.
A big factor in mobile spending is consumer trust and comfort - that’s where the struggle begins:
It’s all about performance. If digital brands want to drive more users they need to make consumers believe that the mobile experience is better than the web.
Taking a look under the mobile hood, it’s no wonder consumers have mobile trust issues:
With both mobile apps and mobile web having their issues.
And they want their experiences to be quick. In fact, most users expect mobile transactions to take 3-5 minutes. Any longer and 55% would abandon. Quantum Metric data supports this showing a direct correlation in the below graph between increases in API Timeout Rates and Abandoned Cart Rates.
Want your mobile insights to look like ours? Discover more about your mobile app experience with our on-demand demo. Learn the fundamentals of mobile app analytics and see how enterprises use our solution to create outstanding mobile experiences.
Mobile commerce isn't doomed—it's simply not living up to its potential. By making the right investments, businesses can tap into mobile's potential.
Leverage data to pinpoint areas for improvement, understand customer journeys and measure the impact of optimizations.
Clearly communicate security measures, error handling procedures, and expected transaction times.
Tailor the mobile experience to individual preferences, offering relevant product recommendations and promotions.
Invest in robust security measures to protect user data and build confidence in mobile transactions.
It's time to turn mobile's promise into profit. In fact, Quantum Metric customers who invest in mobile see a 60% increase in average order values year over year.
Check out our guide for the 8 critical criteria to native app visibility:
Finally get that real-time insight into your native app experience while protecting customer data and minimizing performance impact.
As the pioneer in Continuous Product Design, Quantum Metric helps organizations put customers at the heart of everything they do. The Quantum Metric platform provides a guided approach to understanding the digital customer journey, enabling organizations to recognize customer needs, quantify the financial impact and prioritize based on the impact to the customer and business’ bottom line. Today, Quantum Metric captures insights from 40% of the world’s internet users, supporting globally recognized brands across industries including retail, travel, financial services and telecommunications.For more information about Quantum Metric, visit
