Online shoppers in metros like Mumbai and Bangalore are only ‘cautiously open’ with less than 35% preferring mobile transactions over other modes of payments, according to a study called ‘Mobile Consumer Journey - 2016’ carried out by Yahoo India and Mindshare. Note that the companies did not reveal the sample size of the study and we'd advise our readers to take this with a pinch of salt. Kolkata leads mobile transactions with 75% online shoppers opting for mobile transactions, followed by Chennai at 64% and Delhi at 57%, according to the study. The study took into account different devices across 31 categories including travel and online shopping. Some highlights from the study: - The study states that out of the total number of consumers browsing products on mobile, 79% preferred to buy on mobile devices and 9% on PCs/laptops, while 12% preferred to buy from a physical store. The study showed that consumers preferred online transactions for certain categories on the phone, as it saved time and allowed them access to discounts and promotions, especially for travel, music and movies. - 31% of online shoppers listed “saving time or effort” as their main reason for shopping online while attractive discounts and promotions was another key driver as stated by 28% of online shoppers, with 21% of the respondents stating that the convenience to shopping anywhere, anytime was a big draw. - The willingness to buy on mobile was driven by the category of product being reviewed. Users are less likely…
