Facebook and consultancy firm KPMG will collaborate on Zero Friction Future, a programme under which it will bring out white papers to analyse and solve friction – consumers dropping out – in the buying process, says a press release from Facebook.

The first report, Eliminating Friction in Smartphone Path to Purchase , says friction accounts for about two-thirds of consumer dropouts while buying smartphones, and media friction contributes to approximately a third of the dropouts. The mobile influence will continue to rule smartphone purchases, given the estimation that 7 in 10 smartphone buys will be mobile-influenced by 2022. Purchase journeys on mobile devices are shorter, and thus cost-effective for marketers.

The report says media-related friction accounts for 34 per cent of consumer dropouts, leading to a loss of about $22 billion in revenues for the smartphone market. Greater use of mobile in the media mix will reduce friction, it says. India, the second-largest smartphone market, globally, is expected to reach 1.4 billion unique mobile subscribers by 2022.

The study adds that the mobile influences 58 per cent of purchase decisions, amounting to $8.5 billion worth of sales, and is estimated to account for $15.6 billion in sales by 2022. Facebook now influences 33 per cent of purchase decisions, and is expected to reach 44 per cent and spur $9.5 billion in sales by 2022.

The report’s other findings say that buyers above 35 years of age are more likely to abandon purchase, as sensitivity to friction increases with age. Also, SEC B faces more friction compared to SEC A and drop-out due to lack of offers and information in the purchase journey.

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