Smartphones have revolutionised many aspects of modern life. From work to social life, mobile devices continue to imprint on the daily lives of most people, and now it appears that shopping habits are the next thing to be dominated by smartphones.
Online shopping as long been dominated by desktop and laptop computers, but this recently changed when smartphone and tablet devices accounted for just over half of all online sales (51%) in the UK between November 2015 and January 2016.
This is an 11% increase from the same period a year previously, highlighting the sharp increase in such a short period. Now, industry experts firmly believe that our online shopping habits have forever been changed by the popularity of the mobile devices like smartphones and tablets.
It is believed that the rise in mobile devices for online shopping can be attributed to newer smartphones that sport much larger screens. Mobile devices have generally increased in size in recent years, mainly to accommodate for video streaming on the likes of YouTube and Netflix.
Not only that, but mobile optimisation is also playing a strong role. Retailers have noted the increased use of mobile devices, with most now operating websites that are fully optimised for mobile browsing, making it easier for consumers to buy products using their smartphones and tablets.
Websites are more mobile friendly than ever, with fast responses, clearer images, video and text, while the user interface has never been better. This makes it easier for more shoppers to purchase goods online, showcasing just how big an influence smartphones and tablets have over consumer behaviour.
Millennials are also though to be large contributors to these new shopping habits. This generation – and younger consumers – are becoming a growing share of the key spending demographic, and their habits happen to occur online.
Mobile devices such as smartphones and tablets are more popular among millennials than any other consumer, meaning they are one of the main driving forces behind the rise in online shopping via mobile.
However, while more people are shopping using their mobiles and tablets, they tend to make fewer purchases compared to desktop browsing.
This has posed quite the challenge for retailers, who are now looking to develop various solutions to make mobile browsing even more fluid, with the hopes of making it even easier to shop using mobile devices, while also offering incentives to encourage more spending.