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BizReport : Ecommerce archives : April 22, 2016

Report: Mobile a bigger buying channel

Many retailers continue to think of the mobile space as a browsing channel rather than a buying channel, but that thinking is a mistake according to one new report. That study finds a growing number of mobile shoppers are not only browsing but buying through the channel.

by Kristina Knight

Move over laptops, mobile is growing into its own commerce channel. That's the takeaway from new Bronto research which indicates about half of smartphone owners are using their devices to shop. In the US, about 75% of consumers own smartphones.

"In the past, we saw evidence that smartphones were used more for browsing -- including checking prices while at physical stores,'' says Susan Wall, vice president of marketing at Bronto Software. "Our research clearly indicates that shoppers are buying with smartphones, not just browsing. This means mobile-first design is essential for commerce marketers to ensure seamless online shopping and purchasing experiences.''

Although mobile buying is on the increase, desktops and laptops still own online shopping. Nearly two-thirds (63%) of US adults say they've made a purchase via laptop in the past year and about half have made purchases via desktop.

Other interesting findings from the Influence of Multi-Device Ownership on Ecommerce report include:

• On average, Americans how 2.9 devices and use 1.8 for purchases
• GenXers and Baby Boomers are more likely to buy via desktop (25%) than younger consumers
• GenXers and Baby Boomers are less likely to buy via smartphone (46%) than younger consumers
• Men are more likely to be multi-device owners

The research also shows men are more likely to own wearables than women.

Tags: Bronto Software, ecommerce, ecommerce trends, M:Commerce, mcommerce trends, mobile marketing

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