Technology & Innovation

How mobile is transforming retail

January 19, 2016

Global

January 19, 2016

Global
Carolyn Whelan

Senior editor, Americas

Carolyn is a senior editor for The Economist Intelligence Unit's thought leadership division in the Americas. She manages research programs for foundations and corporations on topics ranging from urbanization and jobs to sustainability and youth economic prospects. She has over 20 years’ experience in journalism. Until 2013 Carolyn contributed articles to Fortune, Newsweek, the IHT and SciAm.com about urbanization, infrastructure, trade, technology and transportation, among other topics. She has also written materials for Ernst & Young, Columbia Business School and the United Nations. Earlier Carolyn covered the technology and healthcare beats for Barron’s Online and Dow Jones Newswires in Paris, respectively. She broke into journalism covering the 1992 Earth Summit and subsequently worked for the World Wildlife Fund in Switzerland. Ms. Whelan holds a B.A. in Communications from the University of Virginia and is a 2006 Columbia Business School Knight-Bagehot Fellow. She is Swiss and American, and speaks fluent French and Spanish.

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Bricks, clicks, tweets and texts across the omnichannel shopping mall.

In a few short years, shopping using a handheld device on a commute to work or over lunch has shifted from a far-fetched possibility to a firmly embedded part of consumers’ lives. In many Asian markets, mobile purchases now comprise more than half of online shopping; in the UK, the proportion of online spending originating from mobile phones has risen from less than 1% to 37% in four years. The mobile revolution has arrived— and it will continue to profoundly reshape the global industry.

This report, sponsored by SAP, assesses the use of mobile devices by global consumers for both basic and sophisticated tasks. 

Key findings include;

  • 69% of consumers polled use smartphones and desktops for shopping in equal measure – but 81% of millennial respondents say they prefer to use smartphones for these purposes. 
  •  Those who seldom shop from mobile devices blame this infrequency of use on small screen sizes and awkward navigation. 
  • Among those who do not yet use mobile devices to request product samples, half or more believe they will do so in the future.

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