Smartphones have become the arguably most important devices of our daily life. We use them first thing in the morning, on the commute, during in-store visits to research and compare prices, and at home whilst watching TV.
In 2016, consumers also made noticeably more purchases on mobile devices compared to desktops during the Holiday Season. Facebook recently revealed figures which show that transactions grew 55% from 2015 with mobile generating a total of 51% transactions online.
According to a survey commissioned by the social media giant, 38% of retail shoppers expressed a wish to do even more shopping via their smartphones. For marketers and brand advertisers it can pay off to be up to date and ensure they follow the consumer journey in order to keep up.
Indeed, 30% of shoppers discovered a new product via Facebook, whilst around a third of respondents said that Instagram and Facebook were good places to discover new products. 20% believe that Facebook influenced their decision to make a purchase.
So how do mobile conversions fluctuate between mobile and desktop devices. According to the research, times of commutes as well as evening peak hours (8-9pm) are the best hours to reach consumers on mobile devices. Desktop conversions peaked around 10-11am.
Interestingly, smartphones also make video adverts appear shorter compared to desktops. When asked to view videos of equal length on smartphones, consumers estimated them to be on average 30% shorter than the desktop viewers.
Time does appear to move faster on mobile devices, and that is mirrored in our shopping behaviours.
Those who saw an ad on Facebook on mobile took 1.08 fewer days to convert than those on desktop. Overall, mobile-to-mobile conversions were 13% faster than desktop-to-desktop. A similar trend was noticed for mobile-to-desktop conversions.
On average, people tend to browse less products on their mobile devices before making a purchase (24 versus 29).
However, advertisers need to be aware of the fact that speed is important. 40% of mobile web visitors do abandon a site if it takes too long to load or they encounter a delay.
In fact, 65% of consumers said that they now use retail aggregators to research and shop on their smartphones. They do so because it eases the purchasing process and helps them to compare prices faster.
Frequent mobile shoppers added that they preferred a smooth check-out experiences to motivate them to shop again (90%). Saving consumer payment details or offering an express check-out does pay off.
So what does this mean for mobile marketers?
As mobile devices play an ever more important role in the shopping pathway, cross-device advertising can pay off in reaching consumers at different stages throughout their day. Saving people time is generally seen as favourable and the overall store experience (online or offline) can be optimised to match the consumer expectation.