I am deep into researching mobile consumer behaviors at this time, and am amazed at the impact that mobile technologies are having on us - especially millennials.
Here are some examples from my research:
People that use mobile devices to purchase products and services online, shop online far more frequently than those using only desktop/laptops. In fact, mobile shoppers purchase online once or more a week at a rate 82% higher than desktop/laptop online shoppers.
People that use mobile devices to purchase products and services online, conduct research late at night, at a rate 46.1% higher than desktop/laptop online shoppers.
People that use mobile devices to purchase products and services online, check store inventories late at night at a rate 66.7% higher than desktop/laptop online shoppers.
People that use mobile devices to purchase products and services online selected "ease of navigating the website or mobile app" as a top factor that influenced their decision to purchase online from a particular retailer/website at a rate 42.2% higher than desktop/laptop online shoppers.
People that use mobile devices to purchase products and services online selected "the ability to buy/reserve online and pick-up in store" as a top factor that influenced their decision to purchase online from a particular retailer/website at a rate 53.4% greater than desktop/laptop online shoppers.
People that use mobile devices to purchase products and services online, report they have shopped for an item in a store, but purchased it online from a different retailer, at a rate 22% higher than desktop/laptop online shoppers.
This data came from Cognizant's 2015 Shoppers survey of 5,000 people. It shows that people accustomed to using mobile devices to shop online for products and services represent a category of shopper that behaves very differently than traditional desktop/laptop online shoppers. Retailers and etailers that don't account for these differences with customized/personalized digital experiences will lose to competitors that do.
I will be finishing this research and publishing a major study on this data in the next few months.
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Kevin Benedict
Writer, Speaker, Senior Analyst
Digital Transformation, EBA, Center for the Future of Work
Cognizant
***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.
