Browsing on smartphones, but purchasing on tablets
Smartphones are still used only for searching and comparing prices, while the final purchase takes place on tablets or computers.
Over the past few years, smartphones and tablets have become an integral part of our daily lives. Mobile devices have changed the way we work, the way we consume media and the way we shop online.
According to research published by Monetate in the report E-commerce Quarterly (EQ4 2014), tablets and smartphones generated 35% of traffic on e-commerce websites in Q4 2014, almost twice as much as in the same period two years earlier (18% in Q4 2012).
Although smartphones currently generate more e-commerce traffic than tablets, conversion, i.e. the percentage of users who actually purchased something via mobile devices, is much higher on tablets than on smartphones. The conclusion is that while smartphones are becoming more and more popular for browsing products and comparing their prices, consumers still prefer to shop online on larger devices such as tablets, laptops and PCs.
The above chart shows on which devices online purchases are most often made and from which operating systems. The data shows that Apple fans have the least resistance to mobile and internet transactions.
source: Statista – Smartphone Shoppers Rarely Close the Deal