August 16, 2016

Mobile Marketing Chart: How online shoppers are using smartphones and tablets


Online shoppers have increased their use of mobile devices. But how, specifically, are they spending their times on these devices?

Read on to discover the most (and least) frequent online consumer activities, based on research garnered from 4,432 consumers.

by Daniel Burstein, Director of Editorial Content, MarketingSherpa

As part of its 2016 “Pulse of the Online Shopper” study, UPS asked 4,432 online shoppers who use mobile devices the following question: “Thinking about the last three months, how often did you do each of the following via a mobile device (e.g., smartphone or tablet)?”

Chart: Mobile activity of shoppers
Mobile activity of shoppers

We interviewed Louis DeJianne, Director of Retail and Consumer Products, UPS, about the data on the day it was released.

As you can see, the most popular mobile activity for shoppers was locating stores or store-related information:

  • 67% of shoppers do this at least once per month
  • 47% do it monthly
  • 20% do it weekly

Many brick-and-mortar stores are making it easier for customers to purchase on mobile devices. In this zeal for ecommerce sales, don’t overlook a basic necessity for many mobile users — the desire to simply find your store (and basic information like hours, etc.) so they can shop for the products they want in person.

Related Resources

Email Marketing Chart: Mobile versus desktop conversions

Email Marketing: Furniture retail chain uses omni-channel experience to reach 55% more online shoppers

Email Research Chart: Email opens trends on mobile devices in 2015

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