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A Multi-device experience is shaping the future of e-commerce
- The average number of connected devices per consumer is 3.64
- 4 in 10 purchases occurs on multi-device
Types of connected devices
1. Smartphones
2. Laptops
3. Tablets
4. Streaming sticks
5. Wearable
6. Consoles
- 50% of all e-commerce transactions across the globe were cross-device in 2015.
- 68% of US adults have a smartphone
- 78% of US adults owns a computer or a laptop
- 45% of US adults owns a tablet
- 1 in 3 Americans owns a Smartphone, Computer & Tablet
| Age-wise shopping behavior |
|---|
| Age group 18-44: Purchase more on laptop & mobile |
| Age group 45+: Purchase on desktop |
| Age group 25-44 are clear leaders for multi-device ownership |
| Two device owners | Three device owners |
|---|---|
| 53% switch between them to complete activities | 77% switch between them to complete activities |
Online activity starts with a small screen and move to larger screens
| Tablet | Laptop |
|---|---|
| 22% ended on Tablet | 58% ended on a laptop |
iOS or Android – Who attracts more traffic and sales? |
|
|---|---|
| Online traffic | Online sales |
| iOS – 31.3% | iOS – 31.3% |
| Android – 14.9% | Android – 5.9% |
- 37% of desktop users browsed a retailer’s website on at least one other device before purchasing.
- 43% of tablets users use multiples devices in their buying journey
- Smartphones accounted for 60 percent of all mobile transactions in the U.S.
- Reasons why smartphones are leading the cross-device race
- Easy and better transactions
- Ubiquity
- Big and bright displays
- Fast wireless broadband
- Reasons why smartphones are leading the cross-device race
- Smartphones generates more traffic but tablets make more high-value sales
Reasons people switch devices
1. Top Reason: Comfort & Convenience
2. Urgency of the task
3. Length of time involved
4. Security & Privacy
Switching devices occurs most at home in front of the TV when all devices are within reach
Mobile is the device used continuously throughout the day
Multi-device experience will drive eCommerce
M-commerce is taking quantum leaps in shaping the future of e-commerce. With new advances in technology and internet usage a multi-device using customer base in emerging at a high speed. There are some sure signs that a cross-device experience should be the primary focus of online retailers to attend to the new wave of tech savvy customers.
