Mobile Shopping – the typical user

Who is the average mobile shopper and which devices do they use? Questions that will be answered in the following.

U.S. customers tend to shop online via either their smartphone (60 percent) or laptop (58 percent). Less than half use other devices such as smart TVs, smart speakers or desktop PCs.

 

Source: Statista Global Consumer Survey
Does this automatically mean that they shop mobile only? Not at all. 91 percent of respondents combine mobile and stationary shopping. From the 9 percent that focus on one device, 5 percent use stationary devices only, while 3 percent use mobile devices only. The missing one percent use either their smart TV or smart speaker. But how is the average user characterized?

 

Source: Statista Global Consumer Survey
24 percent of U.S respondents in the age group 18-29* and 24 percent of U.S respondents in the age group  30-49 manage habitual/recurrent orders directly via a mobile device. In contrast, the corresponding percentage for the age group 50-64 is only 9 percent. In general, the average routine mobile shopper is young, male, highly educated and lives in an urban surrounding.

 

 

 

*reading aid: 24 percent represents the share of positive responses to the statement “I usually manage habitual/recurrent orders directly via my smartphone or tablet” within the given age group.

 

 

 

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August 2018