Commentary

Most Mobile Shoppers Browsing At Home

  • by , Staff Writer, February 4, 2015

While mobile shopping’s killer app is supposed to be “showrooming” in brick-and-mortar establishments, it turns out far more people are using their mobile devices to shop from home -- perhaps because we’re just too lazy to get up and walk all the way over to the computer. That’s according to a survey of over 1,600 U.S. adults who have made purchases via their mobile phones, conducted by Contact Solutions in November 2014.

Overall, 85% of respondents said they actively shop from home using their mobile devices, even when other devices like computers are available. That compares to 27% who shop on mobile while in-store, and 26% who said they browse mobile while in a competitor’s store. Meanwhile, 23% said they shop using their mobile device while at work, 21% shop on mobile while on the go, and 20% shop on mobile while waiting for something else.

Regardless of location, successful shopping apps shared a few basic characteristics, with 87% of respondents citing easy navigation, 76% looking for visual displays of information, and 70% asking for fast load times and an easy check-out process.

Furthermore, if shoppers need help, they expect it to be available immediately and conveniently, which means in the app itself: 34% said they wanted access to in-app chat or messaging, and one in four respondents said they would abandon their cart and not make a purchase with the brand at all if they had to leave the app to get help. And only 11% of respondents said they have been very satisfied with their ability to get help while shopping via mobile device.

As far as boosting shopper spending, 23% of respondents said that recommendations delivered in mobile apps would prompt them to add more items to their cart, and 33% said recommendations would at least lead them to spend more time with the app. To boost repeat business, 54% said coupons and discounts would make them more likely to return, while 34% cited product comparisons, 29% wanted multiple ways to pay, and 25% again cited the ease of getting help while shopping.

1 comment about "Most Mobile Shoppers Browsing At Home".
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  1. mike boland from BIA/Kelsey, February 4, 2015 at 1:42 p.m.

    Did the report specify its definitions or methodology? Specifically do they include tablets, as some firms (like emarketer) do when they say "mobile". The showrooming angle would suggest not, but sometimes you never know without checking methodology. The tablet/mobile split is an Important distinction. I personally separate them whenever possible for these reasons -- http://blog.biakelsey.com/index.php/2014/06/25/are-tablets-mobile-devices-for-media-and-advertising-its-a-resounding-no/

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About the Author

Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.