Less than 10% of consumers are interested in using click and collect apps from food chains
Less than a tenth (nine per cent) of consumers are interested in using their smartphones to order food or beverages ahead of collection via brand’s app or browser, according to a recent survey by PayPal and Ipsos.
The survey, which asked consumers to name the most appealing uses for smartphones out of things they hadn’t tried, also found that only ten percent of respondents would be interested to in ‘tap at the till’ NFC technology.
The figures will likely come as a blow to number of brands to have already begun trials in the space. For example KFC has started allowing some customers to purchase food from smartphones without having to touch, tap or scan at the counter while McDonald’s is trialling mobile click-and-collect services in several markets.
Smaller chains, like Harris + Hoole and London-based Hummus Bros, have similarly invested in using the tech to differentiate from more established competitors and improve the in-store experience for time-strapped patrons.
However, Starbucks claims to have achieved significant cut-through using mobile payment technologies. In its most recent financial statement, it reported 15 per cent of its purchases in the US are made via its app on a mobile device. In response it has introduced an order and collect feature for which will be trialled State-side before a wider roll out.
It would appear Starbucks is the exception to the rule when it comes to faint demand for mcommerce. According to the research, smartphone shopping accounts for on average eight per cent of online spending while shopping on tablets accounts for only six per cent. In comparison, laptops, desktops and notebooks together account for 86 per cent.
However, mobile shopping as a whole is growing, at nearly four times the rate of overall online spending in the UK. From 2013-2016, the UK average compound annual growth rate for mobile spend is projected at 36 per cent vs. 10 per cent for overall online spend.
Currently, smartphone users research products the most, with 24 per cent saying they had “searched for product information on my smartphone” in the past year. Around 18 per cent had “used my smartphone to help locate/find information about a store or business” while 19 per cent had “read customer or user reviews from my smartphone”
Among the main barriers to adoption, 37 per cent of respondents cited screen size as an issue while security remained front of mind for 30 per cent) and 12 per cent stated poor network connections.
Over 17,000 consumers across 22 countries were surveyed for the research.
If you want to hear more about how Starbucks is leading the way in mcommerce then read our review of its mobile ordering service here.