According to new research 60% of Americans created or used an online account with a retailer in the last 12 months, which suggests convenience ranks top-of-mind for U.S. shoppers. In fact, 47% said they create online accounts because it is quicker and easier to shop.
Amidst a shifting online payments landscape, consumers value accessibility and brand reputation most, and American shoppers in particular are more loyal than their global counterparts. Worldpay, a leader in global payments, has released its findings in the 2015 Online Payment Journey report, a survey of more than 3,500 consumers across North America, South America, EMEA and APAC, as well as an analysis of 350 top retail sites.
Worldpay’s report examines the unique profiles and preferences of shoppers around the world, and how retailers are currently engaging with those shoppers.
Key U.S. findings include: 48% of online shoppers say they would be more encouraged to buy when they see payments logos on the homepage. Sixty-four percent of shoppers would not continue the purchase if the payment methods displayed at the checkout were not consistent with those displayed on the homepage. More than one-third of shoppers (38 percent) would drop out of the checkout if a payment error occurred, and nearly half would abandon their purchase if asked for the same details more than once.
Data protection is a top concern at nearly every stage of the online buying process for American consumers: 50% of shoppers would be encouraged to create an online account if specifically told how their data may or may not be used by the retailer. A quarter of consumers surveyed said they would abandon a purchase over serious security concerns if redirected to a third-party site to complete the payment. Sixty-eight percent of those surveyed said the ability to see payment authentication and digital certificate logos makes them feel more secure.
While the majority of shoppers first seek out information about a purchase on the FAQ page, U.S. shoppers also rely on a wider variety of support tools: Nearly four in five shoppers in the U.S. said they read messages about what will happen next in the transaction, and 59% said this information is “very important” to them. The top three go-to sources for payment-related queries are: the FAQ section (60%), telephone customer service (43%) and live chat (38%). Seventy-six percent of consumers surveyed said it is “very important” to receive a confirmation email post-purchase.
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