The impact of smart devices on mobile shopping behavior has been on the rise since the introduction of smartphones.
In Google Analytics, more than 40 percent of online transactions were done on mobile devices, according to data from June through September. In addition, 46 percent of respondents in December 2017 said they prefer to use their smartphones for the entire purchase.
Increase in Mobile Shopping Volume
According to Forrester data, US consumers on smartphones they spent $ 7.8 billion on retail purchases. By 2016, this figure has reached $ 60.2 billion, and Forrester estimates it will reach $ 93.5 billion in 2018 and $ 175.4 billion in 2022. These numbers are a clear sign that consumers are making their purchases on their phones. This, however, is pushing even more to develop mobile and / or application experiences that change the nature of brand-to-brand communication.
For example, Google research shows that 73 percent of consumers will switch to an alternative mobile site that makes it easier to buy a badly designed mobile site instead of shopping for it. In addition, two-thirds of smartphone users have stated that mobile sites or applications personalize the experience according to where they are. Consumers are using mobile search to get advice, especially about the brands they need to buy and more about specific products. In fact, Google says that mobile searches with the phrase " brands " show an increase of more than 80 percent from 2015 to 2017, and the "best or best X brands" mobile searches increased by more than 95 percent. In addition, Google's data suggests that "distressed olive oil brands" "fridge brands to be kept away" or
Mobile Devices Are Used to Inspire
Google said shoppers are increasingly turning to mobile devices to get inspired. In the same two-year period, there was a 55 percent increase in mobile searches for " ideas ": "$ 25 gift ideas" "ideas based on clothes" "New model ideas for bathroom" and shopping lists have a 150 percent increase in mobile calls. However, like in-store shopping and traditional e-commerce, the customer journey continues to fragment. Google and Verto's Mobile Shopping Voyage study found that the average mobile shopping experience involved at least six visits to an app or mobile site and at least three categories of use such as search, shopping, or social.
Mobile Sites For Shopping, One Step In Front Of Applications
While products are being explored and compared, studies suggest that consumers prefer to implement the mobile network. Google has found that consumers are using mobile sites to shop because they still have to earn space on their phones. According to Google and the Heart + Mind Strategies study, 68 percent of respondents said they do not need an application to make a purchase from a brand on their phone; 87 percent said that they could be loyal to a brand without having an application on the phone.  People prefer to do product research using mobile networks instead of downloading and using an application before making a purchase. But when it comes to doing business, it is almost half-way divided between customers, applications and mobile networks.