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Online influences almost 8 in 10 purchases, but that doesn’t mean that smartphones have completely replaced every device used to research and purchase products.

Smartphone usage is increasing, so it’s important to understand how shoppers are using their devices and how they are interacting with their smartphones (and why). We will examine these topics in this article, which is the second installment in a two-part series exploring how technology impacts consumer shopping. (Part 1 examines physical stores, online marketplaces and what role social media plays.)

Our two-part series highlights key findings from The United Parcel Service of America’s three-part The Pulse of the Online Shopper study, which was released in 2017. All the data cited in this article is from the study’s second and first installments.

Smartphones, Tablets & Computers

The number of consumers who use a device during their shopping journey is rising. Online influences 79% of all purchases. Consumers use smartphones, tablets and desktop computers to research what they want to buy and to determine where they will buy it from.

The frequency customers used both tablets and desktop/laptops decreased from 2016 to 2017 while smartphone usage increased.

• smartphone research 59% in 2017 vs. 56% in 2016

• smartphone purchase 48% in 2017 vs. 44% in 2016

• tablet research 53% in 2017 vs. 58% in 2016

• tablet purchase 39% in 2017 vs. 44% in 2016

• desktop/laptop research 93% in 2017 vs. 95% in 2016

• desktop/laptop purchase 93% in 2017 vs. 95% in 2016

In general, U.S. mobile retail sales account for 48.5% of all retail e-commerce sales.

• 48% smartphone users purchased something on phone in 2017 (6% higher than in 2014)

• 17% all online purchases were via smartphone in 2017 (7% more than 2014)

Why Smartphones?

Mobile is expected to be a $250 Billion market by 2020. More people are using them more often.

• 79% of consumers used a smartphone in 2017 (12% higher than 2014)

• 59% smartphone users use it to research products

• 48% smartphone users use it to purchase products

Customers cited three reasons why they prefer to shop from smartphones.

1) more convenient

2) enhances in-store shopping experience

• 70% look up product reviews in-store

• 70% compare product prices in-store

• 66% get coupons for in-store redemption

• 66% look for specific products and alternatives

3) fast & easy to shop

Shoppers & Apps

Once shoppers have finished doing their product research, many turn to a retailer app to make the actual transaction. Four in 5 smartphone users shop using retailer apps.

Consumers top 5 favorite app features:

• mobile coupons

• high-quality product images

• product reviews

• product search w/ relevant results

• loyalty points/status

Top 3 reasons for using retailer’s app:

• faster

• better user experience

• get rewards for using app

Top reasons for NOT using retailers’ apps:

• 48% prefer website

• 37%  security concerns

• 29% apps take up too much space on mobile device

• 17% shop at several stores & don’t want separate app for each store

• 7% concerned that app doesn’t offer complete store experience

• 6% not user friendly

• 2% retailer doesn’t have one