High-tech online shoppers rely more on mobiles

09 Feb '16

4 min read

A strong majority of tech-savvy consumers use mobile devices to shop, purchase and track packages, according to a survey by global logistics major UPS.

According to the survey called Pulse of the High-Tech Online Shopper survey, these customers demand a rich mobile experience from retailers.

The study, conducted for the Atlanta-headquartered UPS by comScore, showed that among mobile device users 69 per cent of high-tech shoppers purchased products on mobile devices, compared with 53 per cent of non-high-tech shoppers. And 70 per cent of high-tech shoppers used a retailer's mobile app, compared with 55 per cent of non-high-tech shoppers. comScore defines a high-tech shopper as someone who purchased online a high-tech product like a computer or a mobile phone within the last three months.

More than 2,000 shoppers participated in the study. At a time of rising online retail sales, these results underscore the importance of a strong online presence – especially mobile – to shoppers who purchase high-value electronics online.

“High-tech consumers, especially Millennials, appear to be comfortable shopping on any device,” said Dave Roegge, High-Tech Marketing Director at UPS. “These are sophisticated consumers, and we expect them to shop more online and across all devices. Retailers need to be ready to engage them online and on their own terms.”

Despite their heightened interest in mobile shopping, however, high-tech consumers see a lot of room for improvement in the experience. Eighty four per cent reported being satisfied with their overall online shopping experience irrespective of device, but only 66 per cent were satisfied with their shopping experience, when using a smartphone to make a purchase. Some said it's easier to use a PC keyboard and mouse than a smartphone to shop. Some also complained that they can't get clear or large enough images on a mobile device.

The survey also showed that 69 per cent of high-tech shoppers researched products on a mobile device during a store visit against 54 per cent of non-high-tech shoppers.

Seventy six per cent of high-tech shoppers tracked delivery on a mobile device versus 65 per cent of non-high-tech shoppers.
Overall, the per centage of online consumers who use mobile or both mobile and PCs is on the rise. Other comScore data showed in July 2015 that nearly 80 per cent of online shoppers used both PCs and mobile, up from 66 per cent in September 2013. Eleven per cent of online shoppers used mobile only, up from 8 per cent in September 2013. Those who used desktop computers exclusively declined to 10 per cent from 26 per cent.

The UPS Pulse of the High-Tech Online Shopper survey also showed that high-tech-shoppers used alternative delivery options more than their non-high-tech counterparts. Thirty seven per cent of high-tech consumers said they preferred product delivery to locations other than their homes. Among non-high-tech consumers, however, 30 per cent preferred delivery to locations other than their homes.

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