According to a recent report by Growth from Knowledge (GfK), mobile devices have rapidly become the favored shopping companion for consumers in the United States. The 2018 FutureBuys report revealed that a staggering 45 percent of American shoppers now view their smartphones and tablets as indispensable tools for making purchases, representing a significant 16 percent surge from the previous year.
The study also shed light on how consumers are utilizing their mobile devices while shopping. Approximately 36 percent of shoppers use their phones to compare prices, while 30 percent rely on them to gather product information and read reviews. Surprisingly, 23 percent of consumers prefer the in-store shopping experience but ultimately make their purchases online.
Intriguingly, the research indicated that nearly half of Americans can foresee a future where brick-and-mortar retail stores become less relevant. Nevertheless, GfK pointed out that the surge in mobile shopping is primarily driven by the convenience it offers and the potential cost savings it brings. More than half of online shoppers cite saving money as their main reason for shopping digitally, whereas those who favor in-store shopping appreciate the ability to inspect products before buying.
Joe Beier, Executive Vice President of Consumer Insights at GfK, highlighted the significance of integrating traditional retail practices with mobile technology to deliver a seamless shopping experience for consumers. He emphasized that mobile devices are constantly within arm’s reach of shoppers, making them an essential tool throughout the decision-making process.
The 2018 FutureBuy study by GfK surveyed over 35,000 consumers across 35 countries, encompassing a wide range of product categories including home appliances, apparel, beauty, and personal care. The results underscore the shifting landscape of shopping behaviors and the growing dependence on mobile devices for driving purchasing choices. As technology continues to progress, retailers must adapt to meet the evolving expectations of modern consumers who prioritize convenience and flexibility in their shopping journeys.
For more insights on consumer behavior and shopping trends, visit GfK’s website and explore their research findings. Additionally, you can stay updated on the latest industry news by visiting Statista’s page on Mobile Commerce in the United States.
