Below is an infographic that illustrates consumers’ use of mobile phones to access retail sites:
Key findings of the report include:
- Shoppers are using mobile phones to access websites and apps more than ever before. 33% of respondents have used their phone to access a retailer website, and an additional 26% indicated they plan to access retailer websites or mobile apps by phone in the future.
- Mobile purchase behavior is exploding. A total of 11% of web shoppers reported having made a purchase from their phones this holiday season, compared to only 2% at this time last year.
- Shoppers use their phones for a variety of tasks. The majority of shoppers who used their phones did so to compare price information (56%). Shoppers also used their phones to compare different products (46%), to look up product specifications (35%), and to view product reviews (27%).
- Shoppers use their phones to look at competitor websites. While in physical stores, more than two-thirds of mobile shoppers (69%) used their phones to visit the store’s own website, but nearly half (46%) also used their phones to access a competitor’s website.
- Good experiences with mobile sites and apps have critical cross-channel impact. Shoppers who are highly satisfied with a mobile experience say they are 30% more likely to buy from that retailer online and 30% more likely to buy offline, as well as being far more likely to return to the main website, recommend it, and be loyal to the brand.