Survey shows that more people are using their devices to shop online and off
A new survey from GfK and Facebook IQ shows that consumers are beginning to favor their mobile devices when it comes to shopping online. Many people are beginning to rely on their smartphones in their daily lives, and the idea of mobile shopping is becoming very appealing to them. The survey suggests that mobile commerce will see strong growth in the coming years, especially among Millennials who have become very comfortable with using their smartphones to get their shopping done.
Millennials are proving to be the demographic most comfortable with the concept of mobile shopping
According to the survey from GfK and Facebook IQ, approximately 45% of all shopping done both online and off involve a mobile device in some way. Some 57% of Millennials use their devices while shopping, with a growing number of these people opting to pay for products with their smartphones rather than traditional currency. Consumers enjoy a seamless experience, where they can move from one payment channel to the next without much trouble.
Omni-channel shoppers use their devices to research and purchase products online and in physical stores
These so called “omni-channel” shoppers believe that the Internet is a vital part of the shopping experience. Mobile commerce does not only involve purchasing products with a smartphone, as consumers also use their devices to research products that they are interested in. Indeed, the majority of consumers that research products with their devices also made purchases. Approximately 60% of omni-channel shoppers noted that they will likely use their mobile devices to make purchases more frequently this year.
Retailers becoming more mobile-centric are finding it easier to connect with consumers
Many retailers had feared that the rise of mobile commerce would lead to a major decrease in sales. For merchants without an online presence, this may be true, but retailers focusing on the mobile sector are finding it easier to connect with consumers. These retailers are likely to become more mobile-centric in the coming years, especially as new mobile commerce platforms become available to consumers.
Mobile shopping is growing quickly throughout the Asian market, with smartphone penetration accelerating significantly. In Vietnam, consumers are finding that shopping with their mobile devices is more convenient and, in some ways, more secure. Retailers are embracing this trend, allowing consumers to shop on their websites with their smartphones. Notably, many consumers prefer to use web browsers rather than applications, as browsers provide them with a more enjoyable shopping experience.