DURHAM, N.C., April 21, 2016 /PRNewswire/ -- Bronto Software,
the leader in commerce marketing automation and a NetSuite (NYSE:
N) company, today released "The Influence of Multi-Device Ownership
on Ecommerce," a new report that explores multi-device ownership –
desktop, laptop, smartphone, etc. – and its relationship to the
digital shopping behavior of U.S. consumers.
Crucial for navigating today's omnichannel retail environment,
this report reveals which devices various age and other demographic
groups prefer for shopping and purchasing. Armed with this
information, retailers can better target marketing and
merchandising efforts based on the mix of devices and their uses.
"In the past, we saw evidence that smartphones were used more
for browsing — including checking prices while at physical
stores,'' says Susan Wall, vice
president of marketing at Bronto Software. "Our research clearly
indicates that shoppers are buying with smartphones, not just
browsing. This means mobile-first design is essential for commerce
marketers to ensure seamless online shopping and purchasing
experiences.''
Tracking the multi-device, omnichannel behaviors of customers,
some of the most significant revelations in the report include:
- Not all devices are used for shopping – American adults
own an average of 2.9 devices, but they don't use all of them to
shop. Nor do they browse and shop from just one device. The study
found that consumers use an average of 1.9 devices for shopping and
1.8 for purchasing.
- The age differences are dramatic - And it's not just the
oldest and youngest groups, as many would assume. People aged 45-54
are 25% more likely to purchase from desktop computers than those
aged 35-44. When you look at statistics for purchasing from a
smartphone, the reverse is true: 45-54 year-olds are 46% less
likely to buy from a smart phone than 35-44 year-olds.
- Men love their devices, including wearables – The study
found that men own more devices than women, and 19% of men reported
owning wearables versus just 9% of women.
- Smartphones have quickly moved to a dominant position –
Smartphone ownership has jumped from 51% of consumers to 75% in the
past three years – and about half of smartphone owners use them for
shopping, much higher than many retailers would presume.
Despite the popularity and influence of mobile devices, laptops
and desktops still play a large role in the online purchase
process. Nearly two-thirds of the population (63%) have purchased
from a laptop in the past year, and almost half (49%) have
purchased on desktops. Purchasers using laptops and smartphones
tend to be younger (18-44), and those using desktops tend to be
older (45+).
With numerous shopping methods available to consumers, commerce
marketers need to understand their core customers and develop
shopping experiences that cater to those shopping and purchasing
habits, regardless of the latest trends or most innovative
applications.
To download the full report, please visit: The Influence of
Multi-Device Ownership on Ecommerce.
Methodology
Bronto partnered with Ipsos, a global market research company to
survey U.S. consumers about how retailers connect with customers in
a multi-device, omnichannel world. The study was conducted in
January 2016 and consisted of 1,000
consumers in the United States
with access to at least one of the devices examined.
About Bronto Software
Bronto Software, a NetSuite
(NYSE: N) company, provides a cloud-based commerce marketing
automation platform to mid-market and enterprise organizations
worldwide. Bronto is the number one ranked email marketing provider
to the Internet Retailer Top 1000, with a client roster of leading
brands, including Vince Camuto,
Lucky Brand, Theory, Björn Borg and Christopher & Banks. The
Bronto Marketing Platform is deeply integrated with commerce
platforms, such as NetSuite, Magento, Demandware and Kibo. The
company is headquartered in Durham,
NC, with additional offices in London, Sydney, New
York and Los Angeles. For
more information, visit bronto.com.
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visit:http://www.prnewswire.com/news-releases/bronto-research-shows-mobile-purchasing-critical-for-omnichannel-success-300254954.html
SOURCE Bronto Software