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Desktop & Mobile Shopping Preferences

Posted on 7.06.2016

It's hard to deny that mobile devices have made a huge impact on pretty much everything within the digital ecosystem - from design to promotions - but desktop devices still have their place.

New consumer-data from Signal found that the majority prefer shopping for gifts on their desktops or laptops over stores or mobile. More than half (61%) of respondents chose desktop as their favorite way to browse for gifts, and 54% said most of their gift purchases are completed on a desktop. Consumers also still love shopping in stores, which ranked second in the survey as the best way to shop: 25% prefer to browse for gifts in stores and 34% prefer buying in stores.

"Retailers need to focus on their digital strategies, especially as they firm up plans for the 2016 festive shopping season," said Neil Joyce, SVP and Managing Director, EMEA, at Signal. "Consider how desktop experiences can complement in-store experiences, and vice versa, to give consumers the options to shop how they want, where they want, and increase chances of making the sale."

Consumer affinity for mobile can't be discounted of course. Even though the amount of time they use mobile devices is increasing, just 6% of shoppers say that mobile phones and only 8% say that tablets are their channel of choice for browsing for gifts. Connected devices are used even less often to make purchases, with 4% reporting their phone and 7% reporting tablets as their favorite method of buying.

"Although mobile isn't consumers' preferred method of browsing and buying yet, 1 in 3 shoppers do use mobile websites or mobile apps to make purchases. Retailers should consider how to take friction out of the mobile experience to better serve consumers on the go, especially as mobile-loving Millennials continue to gain buying power," Joyce said.


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