Bronto Research Shows Mobile Purchasing Critical for Omnichannel Success

Zing Jao

More shoppers are now buying, not just browsing with their mobile devices

Durham, NC – April 21, 2016 – Bronto Software, the leader in commerce marketing automation and a NetSuite (NYSE: N) company, today released “The Influence of Multi-Device Ownership on Ecommerce,” a new report that explores multi-device ownership – desktop, laptop, smartphone, etc. – and its relationship to the digital shopping behavior of U.S. consumers.

Crucial for navigating today’s omnichannel retail environment, this report reveals which devices various age and other demographic groups prefer for shopping and purchasing. Armed with this information, retailers can better target marketing and merchandising efforts based on the mix of devices and their uses.

“In the past, we saw evidence that smartphones were used more for browsing — including checking prices while at physical stores,’’ says Susan Wall, vice president of marketing at Bronto Software. “Our research clearly indicates that shoppers are buying with smartphones, not just browsing. This means mobile-first design is essential for commerce marketers to ensure seamless online shopping and purchasing experiences.’’

Tracking the multi-device, omnichannel behaviors of customers, some of the most significant revelations in the report include:

  • Not all devices are used for shopping – American adults own an average of 2.9 devices, but they don’t use all of them to shop. Nor do they browse and shop from just one device. The study found that consumers use an average of 1.9 devices for shopping and 1.8 for purchasing.
  • The age differences are dramatic – And it’s not just the oldest and youngest groups, as many would assume. People aged 45-54 are 25% more likely to purchase from desktop computers than those aged 35-44. When you look at statistics for purchasing from a smartphone, the reverse is true: 45-54 year-olds are 46% less likely to buy from a smart phone than 35-44 year-olds.
  • Men love their devices, including wearables – The study found that men own more devices than women, and 19% of men reported owning wearables versus just 9% of women.
  • Smartphones have quickly moved to a dominant position – Smartphone ownership has jumped from 51% of consumers to 75% in the past three years – and about half of smartphone owners use them for shopping, much higher than many retailers would presume.

Despite the popularity and influence of mobile devices, laptops and desktops still play a large role in the online purchase process. Nearly two-thirds of the population (63%) have purchased from a laptop in the past year, and almost half (49%) have purchased on desktops. Purchasers using laptops and smartphones tend to be younger (18-44), and those using desktops tend to be older (45+).

With numerous shopping methods available to consumers, commerce marketers need to understand their core customers and develop shopping experiences that cater to those shopping and purchasing habits, regardless of the latest trends or most innovative applications.

To download the full report, please visit: The Influence of Multi-Device Ownership on Ecommerce.

Methodology

Bronto partnered with Ipsos, a global market research company to survey U.S. consumers about how retailers connect with customers in a multi-device, omnichannel world. The study was conducted in January 2016 and consisted of 1,000 consumers in the United States with access to at least one of the devices examined.

About Bronto Software
Bronto Software, a NetSuite (NYSE: N) company, provides a cloud-based commerce marketing automation platform to mid-market and enterprise organizations worldwide. Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands, including Vince Camuto, Lucky Brand, Theory, Björn Borg, Ashley Homestore and Christopher & Banks. The Bronto Marketing Platform is deeply integrated with commerce platforms, such as NetSuite, Magento, Demandware and Kibo. The company is headquartered in Durham, NC, with additional offices in London, Sydney, New York and Los Angeles. For more information, visit bronto.com.