People Are Shopping Online, But Which Devices Are They Using?

By December 28, 2015Mobile Commerce
Mobile Shopping

Mobiles Sales are Increasing, but Desktops and Laptops Still Dominate Online Sales

If this holiday season has proven anything, it’s that people are choosing to do a bulk of their shopping online. Black Friday 2015 was nowhere near as successful (or crowded) as years past, while Cyber Monday seems to be reaping the benefits of our digital society.

Poring over statistics, however, will paint an interesting picture of which devices consumers use to shop online. Despite desktop and laptop ownership declining by 4% and 2% respectively, these devices continue to be the most prevalent for online shopping.

However, mobile shopping is growing, and for good reason – more people own smartphones and tablets than ever before. In fact, 2015 marked the first year where these mobile devices breached the 50% ownership threshold.

However, it’s worth digging even deeper in terms of the statistics. Specifically, marketers benefit from knowing which age groups are using what devices.

Laptops are by far and away the most prevalent device for shoppers under the age of 65, while those older than 65 prefer desktops. This information is particularly key in choosing how to optimize ads and content targeted toward specific audiences.

The younger the age group gets, the smaller the screens become. After the laptop, the most owned device for shoppers under the age of 40 is the smartphone. In fact, 77% of Millennials (ages 18-29) own a smartphone, compared with just 43% of seniors.

Seniors Aren’t Afraid of Mobile Devices

While the statistics outlined above suggest seniors are sluggish to move toward mobile, trends highlight that consumers aged 65 and older are beginning to flock toward smartphones and tablets.

In 2014, 35% of seniors owned a tablet; that number jumped to 41% in 2015. Just 26% of seniors owned smartphones in 2014. That number skyrocketed to 43% in 2015.

Mobile Ownership Doesn’t Equate to Mobile Shopping…Yet

While it’s clear that mobile device ownership is on the rise, this does not mean that mobile shopping trends are following suit. Laptops and desktops are still the preferred device for shopping and buying across all ages. Roughly 63% of consumers prefer to buy with desktops and/or laptops, compared with just 10% for smartphones and 7% for tablets.

But don’t be fooled. Mobile is the future. Consumers under the age of 40 prefer smartphones and tablets. 23% of Millennials who shop online prefer to shop on a smartphone, while 20% prefer to shop on a tablet.

What’s that all mean? Marketers still have the responsibility of adapting their strategies for all screen sizes, while simultaneously preparing for an inevitable influx of mobile shopping as Millennials pass down their online shopping habits to their offspring.

How do you prepare for a mobile future without alienating your desktop and laptop consumers? OperationROI can help. We specialize in designing comprehensive marketing strategies targeted to all segments of your audience. Contact us today by calling 1-888-277-5429 or by filling out our contact form to learn more.

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