Mobile device shopping has experienced a significant surge during and after the pandemic, according to a report conducted by popular Buy Now Pay Later platform, Klarna. The study, which involved over 13,000 consumers from 13 countries, aimed to understand the impact of the pandemic on consumer shopping behavior, both online and in-store.
The report reveals that seven out of ten Britons are now shopping more frequently on their mobile devices compared to the pre-Covid era. This statistic makes the UK stand out among the countries surveyed, with 67% of consumers in the country exhibiting an increased preference for mobile shopping. This percentage is higher than any other European country, surpassing even Sweden, which implemented less stringent lockdown measures, with only 54% of consumers favoring mobile shopping.
What is interesting is that mobile shopping has gained popularity across all generations in the UK. Gen Z and Millennials led the way with 77% and 79% respectively, followed by Gen X at 68% and Baby Boomers at 56%. This indicates a widespread adoption of mobile shopping due to the pandemic.
Although physical stores are gradually seeing a return of consumers, the report highlights a growing trend of combining online and in-person shopping experiences. Sixty-two percent of shoppers now use their mobile devices to research products while shopping in-store, indicating a significant reliance on mobile research.
In addition, the report reveals the increasing use of online shopping tools to make informed decisions. Ninety percent of consumers use their phones to compare prices and find the best deals, while 78% use them for shopping inspiration. Shopping apps have also gained popularity in the UK, with 60% of consumers having between one and five shopping apps installed on their devices.
However, the abundance of shopping apps is starting to overwhelm consumers. The report shows that 35% of consumers feel overwhelmed by the number of available shopping apps and 24% express their willingness to delete more than half of their existing apps. This poses a dilemma for companies that have invested in app development, as only the strongest apps may retain their place on consumers’ screens.
Interestingly, the majority of UK consumers (63%) prefer a single app that combines all aspects of their shopping journey. Having a consolidated app would simplify the shopping experience for 79% of consumers, according to the report.
The surge in mobile device shopping during and after the pandemic indicates the profound impact of Covid-19 on consumer behavior. As more consumers embrace the convenience and flexibility of mobile shopping, retailers and brands need to adapt and provide seamless mobile experiences to meet evolving customer needs.
Useful links:
– Klarna’s platform for businesses
– Klarna’s insights and resources for businesses
