What devices are mostly used to buy on the Internet?
We promised you other articles about e-commerce, and here we are: today we’ll focus on an interesting aspect, the devices used in online purchases.
Since the continuous increase of e-commerce field, many researches have been realized to identify e-commerce trends and users’ dynamics of consumption. The e-commerce growth is partly affected by the extensive use of portable devices which allow us to keep connected anywhere, first among the smartphone.
Today we are in the “Anytime, anywhere, any device” paradigm: we can buy a product online whenever we want, from everywhere and with any device available; with a few clicks we can complete the purchase and receive easily the product at home or at office in a few days/weeks, depends on the provenance and on the kind of shipping selected.
Studies show interesting data about devices preferred by online consumers: the 2014 represent the year of switch from the personal computer to the shopping via mobile. The change of direction is recent, and underline the massive impact of portable devices on people habits and their consumption behaviour. Smartphone is now an integrated part of our life and in the last two years has increased constantly until replaced desktop as the most used channels to buy online. Together with the smartphone, among portable devices also tablet use is growing, even if in a less significant way compared to mobile.
It’s interesting to notice as the smartphone affects a lot the purchase decision: thanks to mobile, the sales process is fragmented in “micromoments”, divided in consultation, evaluation and decision, giving to companies the possibility of communicating and promoting their products taking advantage of the different phases of this process. According to the Google research assigned to Doxa and Politecnico of Milan, the smartphone is particularly relevant in the previous phases of the purchasing decision, during which the consumer looks for inspirational sources, verifies the information, compares prices and features of products. Besides, 10% of consumers receive a first input just from the mobile device, that in this way facilitate the entrance of potential buyers in the sales funnel. Beyond the earlier stages of the purchase action, the smartphone is highly relevant just before the conversion: whether the product is purchased online or in a traditional store, consumers use it to make other price comparisons, or to localize the shop or just to verify the vendors’ information. The 40% of users consider the smartphone essential to buy online: as we have just seen, it is a useful tool of marketing and sales to attract, inform and engage the consumers until they complete the purchase.
Another aspect came out of recent researches in Italy: online shoppers are multi-device consumers. The last trends show as the users use more than one device to complete an online purchase. In particular, this is true for the 81% of consumers, who declare to not use just one digital channel to buy online. According to some specific studies, Italians use an average of 3.8 different devices to complete the purchase, included the most recent media as connected tv and wearable devices. A classical example of multi-device purchase provides for a first access through smartphone to see the product, then a new access with tablet to verify the information or doing some more researches, and, at the end, the purchase via desktop.
Considering these trends in the e-commerce field, how brands with e-commerce should behave?
First of all, mobile is the future of e-commerce, which means that they need to configure web platforms with a “mobile first” approach: digital environments must be studied and created for smartphone first, and then adjusted for other devices.
Secondly, it is a good practice trying to create a user experience as inclusive as possible including different devices, from the mobile app to the website, comprising communication and remarketing diversified actions, in order to take the consumer through the funnel phases to the completion of the purchasing process.
To conclude, today we saw what is happening in the online sales field and what are the future perspectives, in two words we can say: mobile first and multi-device users. Next time we’ll talk about one of the biggest problem of e-commerce sales: the shopping cart abandonment, keep following us!
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