View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
  2. Cybersecurity
November 23, 2015

Security worries slow shift to mobile Christmas shopping

News: This year nearly half of shoppers will use a mobile device to find discounts.

By Alexander Sword

Shoppers are increasingly unwilling to share personal details as more shift to online commerce.

According to the Accenture UK Holiday Shopping Survey, this year 41 percent will use a mobile, smartphone or tablet to get better discounts and deals.

The research found that 53 percent of consumers expected to do the majority of their shopping online, ahead of the 44 percent expecting to do most of their shopping in-store.

However, in a growing barrier to increased mobile commerce, 39 percent of consumers are concerned about privacy and security on the mobile platform.

In addition, 31 percent raised concerns over the fact that not all sites are mobile-enabled.

In the equivalent report last year, only 16 percent named data privacy as a concern generally, with 45 percent willing to overlook these issues for customised products and services.

"Retailers have been tracking customers on their mobile devices for several years now, and we are seeing an increase in this happening using new technologies such as Beacons around the store," Matt Prebble, managing director of Accenture‘s retail division told CBR.

Content from our partners
DTX Manchester welcomes leading tech talent from across the region and beyond
The hidden complexities of deploying AI in your business
When it comes to AI, remember not every problem is a nail

"The data collected from the devices enables retailers to gain insights into shopping habits and the ability to use those insights to provide a better experience for the customer, and as a result, drive an increase in sales."

Prebble also said: "Most consumers understand that retailers use their data to improve their experience and provide personalised offers, but they may not necessarily know when their data is being collected or how it will be used, which is where the concerns around privacy come into play.

"As such, retailers should be more transparent about what data they are collecting and when, as well as aim to provide more flexibility for consumers to control how their personal information is being used to tailor their shopping experience."

The research surveyed over 1500 shoppers from the UK.


Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.