NEWS27 April 2015

Consumers use average of five devices when making purchases

Asia Pacific Europe Latin America Middle East and Africa News North America UK

UK — Omni-channel has become a consumer expectation as an average of five devices are used by shoppers when making a purchase according to a study from DigitasLBi, rising from 2.8 devices in 2014.

As well as computers, smartphones, tablets and smart TVs, consumers are embracing wearable technologies, with 17% of shoppers revealing that they now own a wearable device in the digital agency’s 2015 Connected Commerce study.

It also found that in 2015 shoppers are going beyond the traditional e-commerce experience and embracing mobile commerce ( 28%) and shopping via tablets ( 20%).

Products and services that support connected consumers are proving popular: 51% are taking advantage of ‘click and collect’ services globally, a figure that jumps to 73% in the UK. 

Jim Herbert, chief executive, DigitasLBi Commerce said: “Customers want to save time and money while being able to choose from more ways to shop than ever before. Mobile is increasingly becoming the platform of choice for bargain hunters on the go, with 85% of those surveyed now using smartphones while in-store. A further 55% of consumers claim that smartphones have changed the way they shop altogether.

“We also know that 62% of smartphone users would be happy to use their devices to pay in-store. With the launch of Apple Pay in US and the growing number of start-ups in the in-store payment arena, 2015 could be the year of mobile payment. Brands and retailers would be wise to take note of the fact that mobile is set to fundamentally change the retail experience.”

In terms of the influence of social, Facebook is leading the way. More than half ( 52%) of users said the social network impacts the way they shop, up from 36% in 2014. This compares to 46% for Pinterest, 43% for Instagram and 36% for Twitter.

DigitasLBi’s Connected Commerce survey covers a total of 17 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, Japan, the Netherlands, Singapore, Spain, Sweden, UAE, the UK and the USA. The 2015 survey was conducted online by IFOP from March 5th to March 25th, 2015 with a sample size of 1,000 web users per country aged 18 and over using the quota method (gender, age, income or social profile and region).