A UPS study conducted by comScore has found that the overall percentage of consumers who use mobile or mobile and PCs to purchase items online is increasing. It also found that 69 per cent of high-tech shoppers (those who purchased high tech products in the last three months) bought items on mobiles, while just 53 per cent of non-high-tech shoppers had purchased on mobile devices.
70 per cent of high-tech shoppers used a retailer’s mobile app, compared to a significantly lower 55 per cent of non-high-tech shoppers.
“High-tech consumers, especially Millennials, appear to be comfortable shopping on any device,” said Dave Roegge, high-tech marketing director at UPS.
“These are sophisticated consumers, and we expect them to shop more online and across all devices. Retailers need to be ready to engage them online and on their own terms
Other comScore data demonstrated an increase of shoppers using both PCs and mobile from 66 per cent in 2013, to 80 per cent last summer.
The study also found that:
- 84 per cent of high-tech shoppers reported being satisfied with their overall shopping experience, irrespective of device – but 66 per cent were satisfied with the experience when using a smartphone
- 69 per cent of high-tech shoppers researched products on a mobile while on a store visit, in contrast to 54 per cent of non-high-tech shoppers
- 76 per cent of high-tech shoppers tracked delivery on a mobile device, in comparison to 65 per cent of non-high-tech shoppers
- 11 per cent of online shoppers used mobile only – an increase of 8 per cent on September 2013
- Those who used desktop computers exclusively declined to 10 per cent from 26 per cent.
