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Forrester: 90% of mobile users are “purchase holdouts”


New York --Ninety percent of mobile phone users and 80% of tablet users are still “purchase holdouts” and have not made a purchase on these respective devices in the past three months, according to a Forrester survey of more than 4,000 respondents.

Some 53% of holdouts cite that they avoid "checking out" on mobile devices simply because they are either used to buying, or find it easier to buy, on a PC.

So how can brands convince holdouts to embrace buying on their mobile device? By providing the services and information the customer wants exactly when they're looking to make a purchase on their mobile device—in the mobile moment, according to Forrester.

To get there, Forrester argues firms should forget conventional wisdom and embrace responsive web design (RWD) as a perfect fit for most transactional scenarios. In fact, 63% of eBusiness professionals rank RWD as a technology investment priority for this year, compared with 40% in 2013.

"Starting an RWD project by rebuilding the most complex part of your site may not be intuitive, but RWD is a great way to develop touchpoint-optimized experiences while maintaining the consistency of complex web processes," writes Forres.
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