The latest Pulse study by Carat has found that more than a third (36%) of consumers that shop online use their smartphone to do so. This is an increase from 28% last year.
The majority of consumers continue to use their laptop to make online purchases (77%), however this has declined since last year (78%). The number of online shoppers using a tablet has also risen, to 34% from 26%.
Interestingly however, on average only one item is purchased per session when using a mobile device as opposed to two on desktop and four on a laptop. Holidays feature strongly for computers, while clothing & shoes top the list for purchases via tablet and smart phone.
Good presentation, trust and price continue to be the predominant factors that influence online purchasing, but all three of these factors have decreased in weight since last year.
Meanwhile, returns policies and customer recommendations are two factors that have increased as important factors when shopping online.
© 2015 - Checkout Magazine by Niall Swan
