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Is Mobile Shopping a Better Experience Than Desktop Shopping?
Shopping on mobile devices (smartphones and tablets) is expected to account for more online purchases this holiday season than desktops and laptops for the first time as consumers get increasingly comfortable transacting on smaller screens, according to Adobe’s holiday forecast.
Mobile spending, according to Adobe, is set to hit a record $113 billion, representing 51.2% of all U.S. online holiday purchases and up 13.7% year over year, “with usage peaking on days when consumers are likely with friends and family, such as Thanksgiving and Christmas.”
The growth in part reflects increased ownership of mobile devices. In April 2021, Pew Research Center found that 85% of Americans own a smartphone and roughly half own a tablet, and in October 2023, ConsumerAffairs reported that around 92% of Americans now have at least one smartphone.
The convenience of being able to shop wherever and whenever — whether waiting in line, commuting, or relaxing at home — is seen as the biggest advantage mobile has over desktop shopping. Investments in intuitive mobile apps and optimized mobile websites have streamlined browsing and checkout to reduce the challenges of shopping on a smaller screen. Social media platforms like Instagram and TikTok have also added “buy now” buttons.
Mobile commerce further allows retailers to interact immediately with customers via push notifications or direct messages, enabling personalized recommendations as well as exclusive promotions, including app-only Black Friday and Cyber Monday deals.
Inside stores, the top five uses of mobile devices were found to be using loyalty cards or coupons stored on their smartphone, comparing prices (i.e., Google, Amazon), visiting a retailer’s website, using a retailer’s app, and reading user reviews, according to a recent global survey from Airship.
Statista research earlier this year found mobile commerce already making up the majority of online purchases globally, contributing 59% of e-commerce sales in 2022 and expected to reach 62% in 2027. Statista wrote in its research, “As consumers spend more time on their phones and tablets and have grown to value the convenience of ticking off their ever-increasing online shopping list wherever they are — may that be on the go or on the couch — mobile e-commerce sales are poised to grow further.”
Research from eMarketer found sales via mobile devices growing at twice the rate of sales via laptops and desktop devices, projecting that they will reach almost half of all U.S. online sales by 2027.“Retailers need to adopt a mobile-first approach,” eMarketer said. “As the balance shifts in the e-commerce market, retailers need to put mobile front and center of their strategies. They should leverage data-driven insights to offer personalized, convenient shopping experiences — and prioritize in-store mobile integration — to cater to the fast-evolving needs of mobile-savvy consumers.”
Discussion Questions
How would you rate the advantages and shortcomings of mobile shopping versus the laptop and desktop experience? What should a “mobile-first approach” entail?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
Rachelle King
Retail Industry Thought Leader
Mobile devices have become an extension of who we are, from how we communicate and navigate, to how we access information. It should not be surprising that mobile devices have also become how many people prefer to shop. Notwithstanding smaller screen sizes, the convenience of shopping by mobile anywhere and anytime make it the go-to choice for most shoppers. The march to mobility has been decades in the making. Mobile devices have become significantly better with larger screens and super fast internet access and speed, which has enabled retailers to take a mobile-first approach to their app designs, meaning that mobile apps are much easier to use, display products in a compelling way and finally make the purchase process simple, and often with one-click check out.
Most retailers optimize their sites and experiences for mobile, so there really isn’t much deterioration shopping on smaller devices. This is even more so now most mobile devices have extremely good resolutions and reasonable screen sizes. I also think mobile is just more convenient: you can shop virtually anywhere at any time. That is why it’s such a popular way to shop online.
I agree, Neil. While I don’t think that mobile shopping is universally “better” than the desktop experience, it does provide unparalleled convenience. Its ability to empower consumers with a point-of-purchase anywhere they desire is crucial. As for the “mobile first approach,” it’s clear that trends in mobile spending are on an upward trajectory, in fact mobile commerce dominated Cyber Week, generating $5.3 billion in sales. It’s more important than ever for retailers to optimize their mobile platforms continuously and cater to the evolving needs of mobile-savvy customers by ensuring a seamless and enjoyable shopping journey for users and leveraging technologies like one-click shopping and secure payment methods.
Shopping has long had an important impulse element. Thanks to mobile devices, the ability to make an immediate purchase is live and well, while anywhere.
Habit makes the heart grow fonder. We aren’t deliberately choosing mobile over desktop to shop, but rather we are spending more time on social media, which we overwhelmingly view on mobile devices. We are making more purchases based on ads, advice, inspiration and influencers we see on Tik Tok, Instagram, Threads, Snap, all of which the vast majority of us view on our cell phones not our desktops. And as we become more accustomed to trusting mobile payment options like Apple Pay, we no longer feel the need to switch to a laptop to hit the buy button. Retailers are adding fuel to this movement with better in app experiences and AR tools for virtual try on that can only be used through a mobile device.
Consumers have become increasingly comfortable using mobile devices to conduct purchases, connect with friends, pay bills and transfer funds. The laggards in adoption are probably older generations of consumers who either only use desktops, or only shop in stores. The trend will continue. Accessiblity to a large world from a small device that we we always have with us is the great advantage over static devices. “And the times, they are a-changin.” Bob Dylan, 1964
Given all the advantages identified for mobile shopping, I’m actually surprised that the %’s aren’t higher by now. The magnetism of social media and “buy now” capabilities are another factor that makes it a little surprising that the numbers aren’t higher by now. I interpret that as meaning that desktop shopping is still highly desirable when time and circumstances allow for it. I know that’s certainly the case with me. The bigger screen, a full keyboard, the ability to open multiple tabs, all add up to the ability to do much more comprehensive research. So given how much time people are on the go versus how much time they can actually sit at a desk, the % of mobile shopping will certainly grow. But it seems to me that desk shopping delivers a much more comprehensive and thorough shopping experience.
Is mobile shopping a better experience than desktop shopping? Nope, it’s just more convenient.
The goal for retailers as they engineer shopping experiences for their customers, especially digital experiences, is to make them fast and frictionless. As mobile devices’ capabilities and operating systems have advanced, people are doing more on those devices, shopping included. App designers should keep a few things in mind for mobile- have a great search engine that helps customers find the items they’re looking for quickly. Have secure and fast payment options and find ways to connect mobile apps and instore experiences to make it easy for customers to engage across several channels. This helps to boost loyalty and creates extraordinary experiences for customers.
Most consumers today are comfortable with both mobile and online shopping (including laptops, tablets and desktops). The preference for one or the other format depends on the kind of purchase, and whether it requires a deeper dive into product specs and comparative pricing. I bought a gift for my daughter and her family on my phone last night — simple, especially with Apple Pay — but I (sadly) also needed to buy a new dishwasher. That decision required the kind of research that would have been tough on this consumer’s phone.
Convenience and impulse are the drivers to mobile shopping. The experience is still more rich on a larger platform but using your laptop is increasingly more of a hassle. Mobile first should be the mantra for all retailers. Investments in customer interaction technologies coupled with User Generated Content should be high on your post holiday shopping list.
The data is a little misleading. While mobile may be accounting for greater percentages of “ecommerce,” ecommerce is still less than 20% of total, global retail sales and the average is skewed by high, mobile shopping rates in Asia and low, mobile shopping rates in places like the US. Mobile abandon rates are also significantly higher than desktop or tablet which means that there are probably very specific things that can be bought on mobile versus on “larger, browsing, decision making” screens. And those rates aren’t insignificant with desktop in the 70% range and mobile near the mid 80s. Impulse and repeat buys are probably no brainers but, like always, retailers should understand their customers and adopt the necessary “omnichannel” strategy rather than just default to a “mobile first” strategy.
Is it really about mobile first? Or more about ‘job to be done’? Mobile is great for buying ad hoc items, staples, ordering that thing you remembered last minute while out and about doing other things. For those items, availability and price are important. Depending on the type of purchase, emphasis on price and local availability is super helpful, so is aisle and bay number – because maybe a customer is just looking up where to go in the store to find an item. And when making a purchase, the fewer clicks the better, like offering payment types that don’t require entering a card – think Apple Pay, Google Wallet, Paypal, Amazon.
When it comes to purchases that require more research however, a lot of sites fall short on mobile. A really good image experience is essential. Let customers control the zoom in and out experience. Make it easy to advance images without having to zoom out. Don’t make font sizes too small. And make sure it’s easy to access technical details and specifications. There are still lots of opportunities to optimize the mobile experience, which will be essential to capture more market share from younger customer segments.
I’m surprised the numbers aren’t higher. How many times during the wonderful Thanksgiving holiday did you notice your family/friends pick up their phone to buy, review, comment, or simply read something about a shopping deal? If retailers aren’t putting mobile first, they need to think about re-prioritizing.
Convenience and the availability of the smartphone beat out the larger screens of the laptops or desktops for most shoppers. In a high-paced world, shoppers want to shop when they think of it, when they have a moment or have an impulse – laptops don’t usually allow that. However, I would argue that laptop-driven commerce is actually more efficient and a better experience for discovery and/or evaluation of many options because more products are visible on one screen at once.
This is a question rooted in demographics. I suspect that mobile shopping will trend higher in younger age groups, whose eyes have yet to fail from all of the gazing at their phones. Me? I much prefer the larger screen of a laptop along with the browser based shopping experience. The “existential” threat here is I am convinced more development $ go into the mobile experience over the browser experience. Will this make a difference? Over time, sure–but woe to the younger generations when THEIR eyes start to fade!
Clearly, convenience is the key driver behind mobile shopping, and without a doubt, mobile shopping experiences have improved. However, I can recall data indicating that conversion rates were always significantly higher industry-wide on desktop websites than on mobile apps. Mobile was usually a research tool, particularly for larger ticket purchases, while desktop sites were where final purchases were made more often.
Mobile-optimized websites, aka “mWeb” sites, began to gain in popularity when responsive design made it possible to design a single web experience that adapted to the device being utilized. Mobile apps remain a loyalty tool, and brands that have succeeded in placing their app on a consumer’s device have a leg up in gaining that shoppers spend, particularly on regular consumable purchases.
I’m a little shocked that this is still a question. Let’s consider a few data points. In Asia, 63% of all online interactions take place on a phone rather than a computer, while in Africa mobile phones account for 79.8% of internet access. Globally (including the US and Europe before you ask) mobile devices account for 50.13% of all internet traffic. And, if this all seems too hard to believe, look at the rate of computer connectivity in the City of Detroit. Mobile first? I’d say the ship has sailed.
The convenience of shopping anytime, anywhere is key, driven by intuitive apps and optimized websites. Mobile also enables instant interactions, personalized deals, and quick checkouts. While the smaller screen, security, and technical constraints may be a challenge, investments in user-friendly interfaces and the rise of “buy now” buttons on social media platforms contribute to the growth.
A “mobile-first approach” involves prioritizing mobile devices in the responsive design, fast loading time, streamlining navigation, smooth online transaction development, and overall strategy of digital platforms. Creating user experiences with the mobile user in mind first, ensuring that websites and applications are optimized for smaller screens, touch interactions, and varying network conditions.
I can’t help thinking that these mobile shopping stats are greatly influenced by what types of devices people have. If your smartphone is your only access to the internet, then it must account for 100% of your online purchases.
For some of us there is another influencing factor, as Nicola observes here. The hand-held mobile device may also be used for pre-shopping search, then in-store way-finding at retailers who have the capability. The big home center stores excel at this. Resultant purchases may be considered “mobile-enabled” even if payment occurs at the store checkout.
As to the question of the online shopping experience however, I personally believe the larger computer screen offers distinct advantages for most higher-consideration purchases. The ability to keep multiple search windows open simultaneously is key for comparison shopping. Harder to manage even on a top-of-the line phone.
I think this question is more about demographics than purely technology. 1 click shopping, Apple Pay, etc all require a new technology skill set. It might be inherent to a Gen Z shopper with phone, but not others. Desktop shopping creates more predictable outcomes (right products in cart, consistent checkout experience, & right location for shipment) for a fairly large segment of the population.
While I think it likely that my opinions refect my age, my inital reaction is ARE YOU F^&*IN’ KIDDING?! : a device with limited functionality, relatively poor connectivity and security…so people can buy something while they’re waiting in line ??
Need I detail which I favor ?? (Probably not) Clearly mobile favors impulse buying, which can be very good or very bad, depending on whether you’re a seller or buyer.
On mobile, it’s understandable why it’s popular. Beyond convenience, there are so many features, natural connections to apps, and payment options. It’s reigning king and will remain for years to come.
And yet, certain products just do better on a desktop, laptops. Clothing patterns and finishes. Or where customers just need more time to research, compare and consider benefits.
The industry has been championing a mobile-first strategy now for some time. This is not new but retailers who have not adopted a mobile-first strategy will be left behind.
It’s not that mobile vs laptop is better its that with mobile, the point-of- purchase is anywhere the consumer wants it to be, and that’s empowering.
It is worth noting that purchase and research are not the same behaviors. Some categories with more vested pre-purchase research like electronics or auto, may see a fair amount of laptop research even if the final purchase is done online. So, retailers and brands still need to have an understanding of how and why consumers may use different devices along the journey; laptops and tablets are still important too. The point, however, is to prioritize mobile design and optimization not abandon everything else.
In my opinion, mobile shopping holds a key advantage over desktops as it offers unmatched convenience with the ability to shop anywhere at any time. The growth in mobile usage is driven by increased device ownership and investments in user-friendly apps. However, the smaller screen does pose certain challenges, especially for the older generation. For them, the browsing and checkout process might be less seamless as compared to laptops or desktops.
Retailers who follow a “mobile-first approach” should prioritize intuitive apps, optimized websites, and personalized experiences. They must leverage push notifications for instant interaction and offer exclusive promotions from time to time.
I think a balanced strategy that involves both mobile and desktop experiences would be a wiser option to cater to diverse customer preferences, providing a comprehensive and accessible shopping environment for all.
Mobile shopping gives retailers another avenue to generate revenue while creating loyalty among consumers. The advantages include capitalizing on convenience, providing more opportunities for consumers to access products, and creating a more engaging experience through social integration. The shortcomings can include challenges with smaller screens, a lack of payment options and limited network access. In order to create a winning mobile-first approach, retailers should ensure they have a seamless check-out experience with an array of payment options, including loyalty points, to avoid cart abandonment. They should also optimize their websites, social media profiles and e-commerce channels for use on smaller screens.