Tag: mobile shopping trends

Mobile shopping behaviors are different from those on other channels

Consumers who use their smartphones for researching products and making purchases shop differently.

Consumers who regularly participate in mobile shopping have a tendency to prefer products with which they have already become familiar and that they purchase on a regular basis, according to American research.

The study was conducted by a team of researchers from the Kellogg School of Management at Northwestern University.

The research also determined that mobile shopping is considered to be a solid way for boosting consumer loyalty – also referred to as “stickiness” – among customers, especially when it comes to people who are purchasing in small volumes. The study discovered that this is because m-commerce encourages customers to purchase on a more frequent basis and to boost the size of the orders they place. The study was held by marketing PhD candidate Jen-Hui Wang from the Kellogg School, as well as marketing professor from the same school, Lakshman Krishnamurthi, as well as Edward Malthouse from the Medill School of Journalism at Northwestern.

This research was conducted by analyzing online and mobile shopping data from 13 American locations.

Mobile Shopping - Woman with shopping bagsMore specifically, the data analyzed was from an online grocery retailer that operates within these 13 U.S. locations. The data was broken down into two separate periods. The first was from June 2012 through October 2012. During that time , an ad campaign was launched by the grocery retailer for its mobile app. The time span was from November 2012 through June 2013.

What was determined was that PC users during the first data set displayed different behaviors than those in the second period of time who had started using the mobile app. The shoppers whose total spending was smaller than the average value within the first span of time boosted their average order size when they started buying over mobile commerce than they had when they were buying over e-commerce.

On the side of consumers who spent more than the average, their size orders didn’t seem to change from e-commerce to mobile shopping. However, when they started buying over mobile apps, they started to make their orders more frequently than they had on their PCs.

Mobile shopping results in fewer page views

A recent report has shown that retailers are struggling to boost site use among smartphone based shoppers.

Though it may seem quite easy to applaud the growth of mobile shopping and to feel that it is simple to hop on board and offer people a great m-commerce experience, provided that the site is smartphone-friendly, retailers are discovering that customer habits make things more challenging than anticipated.

Among the main problems is that shoppers are less likely to browse around when they use mobile devices.

A recent study, conducted by SimilarWeb, found that people using mobile shopping are viewing a smaller number of pages per site visit. Last year, the average online shopper using a desktop or a laptop viewed an average of 8.3 pages per site visit. That said, the average shopper using m-commerce channels such as smartphones and tablets saw only 5.8 pages. When it comes to trying to encourage people to add more to their carts, that represents a considerable reduction in opportunity for retailers.

The research also found that mobile shopping cuts down on the length of time of the visit, as well.

Mobile Shopping - TabletSimilarWeb determined that when shopping over desktop or laptop, people would browse around for an average of 6 minutes and 50 seconds on a retail site in 2015. However, when using mobile devices, that length of time fell considerably, plummeting to only 4 minutes and 29 seconds.

According to the firm’s digital insights manager, Pavel Tuchinsky, “Engagement and time on site has not been maintained in the transition toward mobile shopping.” That said, Tuchinsky also felt that there was a solution to this challenge. He explained that “Retailers must continue to embrace the rapid change towards mobile, including better checkout flows, and integration between desktop and mobile sites.”

It is no mystery that mobile shopping is becoming exceptionally important to shoppers. In the United States, it’s estimated that about 55.8 percent of all retail site visits came from users of smartphones and tablets in 2015. It will be up to retailers to try to keep on top of these trends and to better understand what their customers want if they intend to stay ahead in online sales.