Transforming E-commerce Landscape by Leveraging Multiple Device Shoppers
Every consumer has his/her preferences, they have a peculiar perception about how, when and why they browse from a device and make a purchase online. These variations are necessary to understand: how consumers use multiple devices for both offline and online shopping. Moreover, it also reveals the key insights to increase conversions.
“Today, more than 40% of online adults are multi-device users.” This verdict came after a multi-device study was conducted by Facebook along with GfK. The study revealed people’s behavior when it comes to moving across various devices on daily basis.
The way your visitors/consumers search for their desired item has widely changed. This is due to the infiltration of various kinds of devices which are streamlining the process of search. When and how people use their devices are shaping shopping behaviors like never before.
How has the consumer behavior changed with the use of multiple device? This is a major question for the retailers. Let’s now analyze how!
1. Switching to another device is normal
There’s a rising trend of keeping multiple devices and most of the times consumers are using more than one device type while considering the item they want to buy. The typical analytical data can only work after they buy a product. As the proximity of comfort, should always be high for the consumers to make the maximum ROI. With regards on switching from one device to another while purchasing an item from the online stores, 81% reported using more than one device.
2. Device use according to the convenience
Giving preference to what is convenient, consumers choose device that is most appropriate to operate to handle a website or apps. The study tells that for simple navigation, common device are used at ordinary places like work, in-store, home and on-the-go. Desktops and laptops are commonly used at home and workplaces for more detailed research. However, smartphones dominate workplaces, in-store, and can be used on the on-the-go.
3. Activities on a single device becomes crucial
Every action of a person on a device reveal what they are doing in context. Here is a brief overview on the preferences given to the work(according to the device) done by majority.
• Smartphones are used for light browsing, checking email, getting directions of the stores, light purchasing, to operate social media sites and a workplace alternative to the desktop/laptop.
• Tablets do a little deeper browsing as compared to the Smartphones. This is due to the larger screen design. The 1-4 item/ cart of online purchases is done through desktop and smartphones.
• Desktop is another device which is used at home and at work for in-depth browsing and purchase.
4. People research through showrooms and purchase it online
A number of people do both online and offline shopping. Most of them visit showrooms to seek information, so that they can purchase it later. They do this to get accustomed to the feel of the item before they purchase it online. Consumers are motivated to purchase online rather than buying it from the physical store as these online stores give best offers at best prices.
5. Channeling offline and online store
Multiple devices enhances the UX by bridging the gap between online store and in-store. With the use of multiple devices retailers can make benefits. Omni-channel marketing gets power to work as a link between online and offline stores, thereby increasing the conversion rate.
The frequent use of multiple devices will actually transform the future of online shopping, breaking all the records till now.