An overwhelming 82% of the users studied have purchased at some time from smartphones and tablets. Therefore, we can assume that the fears of buying online are more than overcome and that today mobile e-commerce offers sufficient functionality so that they are not a barrier to conversion.
Among women it is more common to buy from mobile devices, since 85% of them have done so compared to 79% of men. Regarding age groups, mobile purchases are more frequent in those under 35 years of age (89%).
Regarding types of devices, 79% of those surveyed had ever purchased from smartphones, 57% from tablets and 45% from both devices.
The star products in the purchase process from mobile devices belong to the categories of fashion (53.6% of the surveyed users), theater, cinema, concert and museum tickets (50.8%) and food delivery (50, 4%). On the contrary, the least popular products in the mobile customer journey are insurance (16.7%), cars (8.1%) and those related to housing (7.3%).
IAB Spain has also analyzed which are the most Finland Email List common purchase drivers for mobile and tablet conversions. Here the palm is taken by the product searches on Google, mentioned by 53.3% of users. They are followed at a considerable distance by apps, mentioned by 28.4%. In third place would be seeing the products in a physical store (24.1%), a very interesting fact since it indicates that in order to correctly attribute conversions we have to take into account the interactions between the physical and the digital in the customer journey.
contactless payments
30% of users have made contactless payments from their mobile phones. This data has remained stable since 2017, but the frequency of use of this medium has increased (47% of users say they do it “very often”) and the awareness among those who still do not use it (59 %).
Influence on the different phases of the purchasing process
As we have seen previously, users do not hesitate to make purchases from mobile phones and tablets. But their role is even more decisive in the early stages of the customer journey.
For 79.6% of users, the smartphone is more decisive in the search TR Numbers for information and when comparing prices, products and points of sale. For 61.9% it is important in the purchase and contracting of services, a percentage that is also very relevant. Instead, only 14% emphasize its importance during after-sales services.
The role of the smartphone in the search for and comparison of products is especially relevant in the sectors of technological and pharmaceutical products and in the beauty and hygiene sectors.
