Mobile has changed the way we live, eat, sleep, socialize, work, play, and shop. Making the internet more and more available to us all the time, mobile devices are a fixture in the daily lives of consumers, and many of them are using their mobile devices to browse, purchase, and pay for products.
As the landscape of mobile consumerism continues to grow and evolve, it’s important to understand where shopping through mobile apps and devices comes from, where it stands, and where it’s trending. Here are the top ten statistics that illustrate the growing role of mobile in the consumer experience.
Mobile consumers are looking for immediacy, and they aren’t particularly patient when things don’t move quickly. If the abandon time seems a tad ruthless, it’s made worse by the fact that of 900,000 sites surveyed, the average load time was 22 seconds.
Though popular thinking once suggested that small screens would keep people from watching TV shows on mobile devices, increasingly mobile lifestyles have driven a modest increase in TV show viewership on smartphones, up from 10% in 2016 to 13% in 2017. The increase isn’t quite as dramatic as that of viewership on laptops and desktop computers, but it’s an indication of change in viewer habits.
Related Post: The 10 Advertising Statistics Illustrating TV’s Decline
Deloitte’s 2016 global mobile consumer survey found that shopping is an extremely popular activity among mobile users outside of work, and that almost 40% of consumers are using their mobile devices to shop once a week or more, whether it’s through a mobile website or app.
Target found that their website traffic was making a huge shift from desktop to mobile and that 98% of guests were shopping digitally. Of those digital shoppers, 75% are starting that consumer journey on a mobile device, not a desktop or laptop computer. They’re using their phones in the store, at home, at work, and in the course of their everyday lives.
Brick and mortar retail stores are struggling to maintain the foot traffic stats of yesteryear, but when consumers are stopping by the store, they’re often doing so equipped with research and ready to buy. Visits to physical locations are more valuable, and though they’re less frequent, they’re proof that mobile and physical retail experiences can go hand-in-hand.
Consumers expect experiences to be personalized and tailored, and mobile experiences are no exception. Using a shopping and purchasing histories to tailor experiences is a big part of personalization, and 63% of consumers expect brands to use those histories to personalize experiences on and off mobile.
Browsing and shopping for products on mobile is becoming more and more ubiquitous, and so are mobile transactions. Paying via mobile is the last big step in the mobile consumer journey, and while some consumers may still prefer to visit retail stores to complete purchases, this may change as the mobile purchasing experience becomes more commonplace and more frictionless.
Related Post: 10 Mobile Advertising Statistics Every Marketer Must See
2016’s holiday season saw a lot of mobile activity as 25% of customers buying gifts paid using a retailer’s mobile app. Online purchases weren’t the only place for significant mobile transactions, though. Nineteen percent of consumers paid someone else for a gift using a mobile payment app and another 13% used their phones to pay for something in the store.
Short videos are popular on mobile videos and interest in these videos is growing on mobile. As it does, opportunities for mobile advertising and meaningful integration that leads to online purchasing increase, too. If the trend continues, well over half of internet users will favor viewing short-form videos on their mobile devices by 2018.
Related Post: The 11 Biggest Mobile Video Statistics You Should Know
Consumers are looking for experiences that bring together online and offline components of the purchasing journey, and they expect these experiences to be similar. That said, only 42% of consumers believe that they actually get the consistency they’re looking for. Brands should be looking to take shopping experiences online and offline seamlessly to keep consumers engaged.