As devoted, even obsessed as we may be with our smartphones, research is beginning to suggest that our relationship has limits. And at least one of those limits is a crucial determinant of future human-technology relations: trust.
We are comfortable researching, analyzing and communicating, but we are - so far - drawing the line at using our phones to make purchases. The reason may be that it is simply too hard on the small screen - we dont trust our understanding given the small print, or trust our thumbs given the small keys (and hence the 'buy' button many big tech companies are introducing on their sites) or it may be that buying without seeing, feeling, even smelling the item in person is still sufficiently alien that the size of the phone has created one barrier too many.
The good news is that given our familiarity and usage of the phones for so many other tasks, such behavior can be changed with enough incentives. The only question is time and cost. JL
Sarah Halzack reports in the Washington Post:
For all the time we spend swiping and tapping on our phones, we still aren’t willing to make purchases on them. Shoppers are largely using their phones as a personal,
pocket-sized sales associate that helps them browse and research while
they are in a store. Retailers adapt their mobile
strategies to do something counterintuitive: Boost in-store
sales.