Wednesday, February 24, 2016

Why People Choose to Shop—or Not to Shop—on Their Phones

Mobile shopping isn't going anywhere this year.

More than 60 percent of omnichannel shoppers said they plan to start making purchases using mobile devices or will do so even more in the upcoming year, according to a new study released today by Facebook. (Already, 45 percent of all shopping includes some form of mobile interaction including doing research, comparing prices or making purchases. Among millennials, that number jumps to 57 percent.)

Facebook IQ commissioned GfK to study 2,400 adults who had used mobile phones, tablets, desktops or laptops to research or buy items online in the past three months. Purchasing categories included clothing, consumer electronics, home appliances, home goods and beauty.

The study also looked at why those shopping on mobile devices chose to use them. Fifty-six percent said it was because they already happened to be on a device, while 55 percent pointed to the convenience it afforded. 

But the study also shows there are obstacles when it comes to mobile shopping.  Read about those obstacles and the complete article here courtesy of Ad Week.