15 Surprising Stats About Online and Mobile Retail
As retailers well know, purchases don’t begin and end with a customer’s single click. The buyer’s path to purchase often involves several online – and, increasingly, mobile – steps. Shoppers are visiting retailers’ web sites, sure, but they’re also researching products through search, opting into promotional emails and getting tips friends and promoted content through social media.
Shopping’s gotten complicated.
That’s why we’ve collected some interesting stats about consumer shopping behavior to shed some light on how people are really using their mobile devices. Judging from these stats, coupons aren’t so unsexy after all, and there’s never a time when you can’t shop. Check it out:
Ninety-five percent of tablet shoppers and 72 percent of smartphone shoppers who make a purchase with their device do it at home. (Nielsen)
Shoppers make less than 3 percent of their annual purchases on mobile devices. (RIS/Cognizant)
Four percent of Americans have made a mobile purchase while at a social gathering. (Google)
En route to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip. (Nielsen)
Forty-two percent of consumers chose finding a better price online as their reason for purchasing online after shopping in a store. (RIS/Cognizant)
Forty-six percent of shoppers say they are less likely to comparison shop when using a mobile app. (comScore)
Half of shoppers say tracking services for online purchases are essential. (comScore)
Nineteen percent of consumers leave a store and look for lower prices online. (RIS/Cognizant)
Coupon apps are used by about 25 million Americans each month. (NPD)
Two out of five women have searched for a product because of an online coupon. (NRF)
Twenty percent of mobile shoppers use their tablets to comment on social media sites about their purchase. (Nielsen)
It is predicted that the number of U.S. adult smartphone users who also use mobile coupons will jump from 31 million at the end of 2012 to 40.8 million at the end of 2013. (eMarketer)
Fifty-nine percent of tablet owners use their tablets for product research and are more likely to purchase physical items (38 percent) than smartphone shoppers (24 percent). (Nielsen)
Fifteen percent of online retail sales will be made on a mobile device this year. (eMarketer)
Mobile coupons are redeemed 10 times as often as traditional coupons. (eMarketer)
Image via Flickr
-
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
-
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
-
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
-
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.