Consumers Let Their Fingers Do The Shopping

April 15, 2017
Posted in Journal
April 15, 2017 O2O Pro Management

Advancing beyond simple communications purposes, mobile devices have become a constant companion with powerful benefits. Among global respondents, 74% say they appreciate the freedom of being connected anywhere, anytime and 70% strongly or somewhat agree that their mobile device has made their life better. This constant connectivity has not only changed the way we keep in touch, but also the way we shop, bank and pay for goods and services.

The world of commerce is being transformed as consumers use their mobile devices to conduct product research, look for deals or coupons and increasingly, purchase goods and services from virtually any store from nearly anywhere in the world. Mobile devices are also transforming the banking and payments industry, creating more ways to save and pay than ever before. They’re providing financial inclusion to the estimated 2 billion unbanked consumers around the world.

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In fact, globally more than half of respondents say they use their mobile device when shopping to compare prices (53%) or look up product information (52%). More than four in 10 respondents use their device to look for coupons or deals (44%), make better shopping decisions (42%) or make shopping trips quicker or more efficient (41%).

Asia-Pacific leads the way when it comes to mobile shopping, with use above the global average for every activity included in the survey. In contrast, more than one-quarter of North American (30%) and European (27%) respondents say they don’t use their mobile device for any of those mobile shopping activities.

PERCENTAGE OF CONSUMERS WHO USE THEIR MOBILE DEVICE TO COMPARE PRICES WHEN SHOPPING ACCORDING TO FIVE DIFFERENT REGIONS

Source: The Nielsen Mobile Shopping, Banking and Payment Survey Q1, 2016

PERCENTAGE OF CONSUMERS WHO LOOK FOR COUPONS OR DEALS WHEN SHOPPING USING THEIR MOBILE DEVICES BASED ON FIVE DIFFERENT REGIONS

Source: The Nielsen Mobile Shopping, Banking and Payment Survey Q1, 2016

Consumers aren’t just using their devices as a shopping aid. Increasingly, they’re also using them to make purchases. Worldwide, 38% of respondents in Nielsen’s survey say they purchased a product or service on their mobile device in the past six months, and 34% say they used a mobile app to make a purchase in the same period. Asia-Pacific has the highest self-reported rates of mobile purchasing. Half of respondents in China (50%), and roughly half in India (49%), South Korea (47%) and Vietnam (46%) say they purchased a product or service using their mobile device in the past six months. These countries also top the list when it comes to the share of respondents who say they made a purchase via a mobile app (50% in China, 48% in South Korea, 47% in India and 43% in Vietnam).

PERCENTAGE OF CONSUMERS WHO HAVE PERFORMED ACTIVITY ON THEIR MOBILE DEVICE IN THE PAST SIX MONTHS BASED ON FIVE DIFFERENT REGIONS

Source: The Nielsen Mobile Shopping, Banking and Payment Survey Q1, 2016

COUNTRIES THAT EXCEED GLOBAL AVERAGE (38%) FOR PURCHASING A PRODUCT OR SERVICE VIA MOBILE DEVICE

Source: The Nielsen Mobile Shopping, Banking and Payment Survey Q1, 2016

COUNTRIES THAT EXCEED GLOBAL AVERAGE (34%) FOR USING A MOBILE APP TO MAKE A PURCHASE

Source: The Nielsen Mobile Shopping, Banking and Payment Survey Q1, 2016