15-03-2022 (11:51) – Marketing
Online shopping is more popular than ever. The share of purchases made via mobile phone has increased significantly in the past year. More than a third of Dutch consumers prefer the mobile phone as their main shopping device. The rise in smartphone shopping has definitely changed consumer shopping behavior. The study also shows that the smartphone not only has a huge impact online but also plays an increasingly important role during physical shopping. With an increasing number of physical purchases, this begins with a mobile search.
While the majority of consumers still prefer online shopping on a traditional desktop or laptop computer today, this share is rapidly shifting in favor of the mobile phone. In total, 76% of Dutch people have already made an online purchase with their mobile phone. The survey by Klarna, the world’s leading provider of banking, payment and shopping services, shows that the preference for the mobile phone as the number one shopping unit increased significantly between the second and fourth quarters of 2021: from 28% to 34%. The choice of desktops and laptops as the number 1 device in the Netherlands shows a declining trend: from 60% to 52%. Millennials are the most active mobile customers: 48% prefer their mobile phone for online shopping, followed by 43% by Gen Z.
Webrooming is booming
Wilko Klaassengeneral manager of Klarna in the Netherlands, Belgium and France: “The smartphone revolution has drastically changed the way consumers shop, both online and in physical stores. Mobile phones have become one of the most prominent ways to shop or do research in advance. Product reviews and price information are checked on the spot to ensure that consumers buy the right product.It pays to help consumers get all this information, from offers to reviews and price information, in one central place.This is one of the principles of our Klarna . shopping app. “
Dutch leader in the use of (shopping) apps
Another striking result from the Mobile Shopping report is that the Dutch have many apps on their phone but actually want much fewer apps. Therefore, almost three quarters of Dutch people say they would rather use a single app with which they can shop, pay and have insight into things like delivery and return. Simplicity and convenience are the main drivers for this.