Online Shoppers' Preferred Method For Researching & Buying Products, June 2014 [CHART]
UPS and comScore have released their 3rd annual “Pulse of the Online Shopper Study,” based on a survey of 5,800 online shoppers in the US who make at least 2 online purchases in a typical 3-month period. The results suggest that despite the growth of mobile commerce (23% year-over-year in 2013, per comScore), only 1 in 10 respondents prefer to purchase products on mobile devices. In fact, respondents were as likely to say they prefer to make a purchase from a multichannel retailer through a catalog (by calling or ordering through the mail) as they were to say they’d prefer to buy online via smartphone (4% each).
A plurality 44% said they’d prefer to purchase online via a desktop or laptop computer. The most common reasons given for shopping on a computer rather than a mobile device were that respondents can’t get a clear or large enough image of the product on mobile devices and that product information cannot be easily viewed. Read the rest at MarketingCharts.