Mobile Shoppers and Their Habits
Regular and Unceasing Growth of Online Sales
UPS Study says avid online shoppers are making more than half of their purchases with e-Commerce. For the first time, consumers say they bought more of their purchases on the web than in stores, according to an annual survey of more than 5,000 online shoppers by United Parcel Service Inc.
People are rapidly adopting faster shipping options. More and more people are accepting what’s considered a free two-day shipping option (Amazon Prime) although you pay an annual fee. That is driving consumer expectations. Around 20% of people chose that opposed to traditional, slow shipping.
The online retail sector is the main driver of growth in European and North American retailing, achieving in Europe growth rates of 18.4% (in 2014), 18.6% (2015) and expected rates in 2016 of 16.7% and in 2017, 15.7%. In comparison the annual growth rates for all types of retailing range between 1.5% and 3.5% per annum.
The recession has induced many shoppers to buy online rather from traditional stores, as reported. The fact that internet search is comparatively easy and predictable has made online retailing very attractive for a wide range of products. Retail focus on the growing use of mobile technology is an additional factor in making online retailing attractive and convenient.
Shop ‘til You Drop
For many Americans, smartphones are as much a necessity in their daily lives as much as anything else. Almost no one can imagine their lives without some form of connection to the Internet. Smartphones and other similar devices have taken a high place in the list of our priorities and it does not seem they will go down any time soon. These devices are constant companions, helping us take care of just about everything we need to do each day—watching our favorite shows and movies, keeping up with our friends, learning new languages and managing our finances.
You can live fully if you use devices like these. You can learn new things, develop new skills, stay in touch with new ideas and developments, get in touch with anyone regardless of how far they are, etc.
Depending on how you use it, smartphones and tablets can be of great help to make purchases faster. Buyers can choose from a variety of opportunities and but products at a most affordable price. They can browse, scroll, search, trawl and find what you like the most. Upon carefully deciding what to buy, the purchase is made regardless of the location. Shopping can be available no matter where you are and this is the main reason there is a surge in online mobile shopping.
In addition to growing as a new purchase channel, mobile commerce offers many opportunities for marketers and advertisers looking to reach their desired consumers. According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% said their purchases start with mobile shopping more than one-quarter to half of the time.
Consumers handle a lot of their shopping activities on their mobile devices. The image below shows what they do before handing over their cash. In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice. Notably, app usage increased 15% in time spent and unique audience year-over-year between fourth-quarter 2014 and fourth-quarter 2015. After purchasing, consumers’ predominant shopper activity is tracking order progress (65%), followed by visiting a retailer site/app on their mobile device to browse and/or shop again (51%). And 33% of consumers say they use their smartphones to sign up for a rewards program after making a purchase on their smartphone.
The image below shows how mobile phone and tablet owners use their devices.
According to Getelastic, television no longer commands our full attention and smartphones’ accessibility enables spur of the moment shopping.
They also point out the following:
- 38 % of our daily media interactions are on smartphone
- 90 % of all media interactions are screen based
According to the Nielsen global trust in advertising survey shown in the table below, recommendations make the most trusted form of advertising. Word-of-mouth is the most reliable way of spreading the word about products, so it doesn’t come as a surprise that people trust regular people when it comes to deciding what to buy, rather than expensive and obvious advertising campaigns.
Even when buying in a brick-and-mortar store, shoppers are most likely to visit a website before buying. All this proves that shoppers use their devices in order to stay updated and shop affordably.
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