More and more consumers are choosing to shop online from their mobile phone rather than from their computer.
According to a survey conducted by analytics company Feefo, the use of smartphones for online shopping in the UK increased by 141% in 12 months. At the same time, the use of laptops and desktops for online shopping decreased by 47% over the same period. Smartphones are becoming more and more convenient and productive, besides, they are always at hand - against the background of which this trend looks more than logical.
The study involved 2000 people. 53% of them said they were more likely to buy from their phone. For comparison, a year ago this figure was only 22%, while laptops and desktops accounted for 59% (this time already 31%). There are also significant differences between genders and age groups in shopping. Online shopping with a smartphone is more popular among women (64%) than among men (41%).
The study also showed a significant increase in the share of consumers buying through social networks. More than four out of ten (42%) made purchases of products advertised through social platforms. In 2018, there were only 30%s. However, most consumers (42%) prefer to shop while at home. 38% announced this last year.
And although the study was conducted only in the UK, it shows well the general trends taking place in the world. Retailers who want to be successful must respond quickly to mood swings in their consumers. And today there is a clear trend towards a shift towards smartphones. So having a well-thought-out mobile app (or at least a user-friendly mobile website) becomes a must.
However, at the same time, one should not forget about the traditional ways of shopping. The winners will be companies like Sephora, which are dynamically developing in all directions, eventually leading the ratings of interaction with consumers.