Almost 9 in 10 mobile shoppers report a negative experience and a third of them turn to competitors as a result, according to a report by Skava. The study also found that 30% of smartphone users said they would never return after a bad experience. "We assumed that the need for filling in credit card and billing details would be the main reason people don't like shopping on mobile. However, what was surprising was that this wasn't the main reason people didn't shop on mobile –- it was because they found the retailer's websites hard to use," said Danielle McCormick, senior director of marketing at Skava.

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