Mobile Continues Growth For Online Shopping, Laptop Remains Most Used

June 23, 2015 Dx3 Digest Contributor

bronto-devices-June

Whether at the mall or online, everyone has their favourite way to shop. Successful retailers know their customers’ preferences and then adapt to make the buying process as easy as possible.

For retailers looking to design and build the right e-commerce experience for their target customers, new research from Bronto Software on the types of devices that shoppers own and how they use them should prove incredibly valuable.

This research tells us that various demographic groups use a number of devices, including desktops, laptops, tablets and smartphones, to shop online in different ways.

Bronto consumers tell all 2

Smartphones are most popular among younger consumers (18-29) with 77% owning a smartphone; however, tablets are not as popular with this group as they are with 30-39 year olds.

A survey of 1,012 consumers who had bought online in the past year found that consumers are adopting mobile shopping, but even in the 18-29 age bracket, laptop and desktops are still the preferred shopping devices.

Desktop and laptop computers continue to be the most owned devices, but smartphone and tablet ownership continues to grow year-over-year. As expected, smartphones are most popular among younger consumers (18-29) with 77% owning a smartphone; however, tablets are not as popular with this group as they are with 30-39 year olds.

Devices used for shopping

When determining which devices to target and how, retailers should also note that the majority of online shoppers, including 61% of smartphone users, prefer the mobile web browser shopping experience over that of an app.

For more valuable insights about other types of devices and how shoppers use them, download Consumers Tell All Part 2: Device of Choice for Online Shoppers & Buyers.

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