Marketing: Mobile shopping preference increases at the expense of computers

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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.

It shows Klarna’s Mobile Shopping Report, a new Klarna survey of more than 13,000 consumers in 13 countries focusing on their mobile shopping habits.

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

Digital development does not only mean that people shop more online. Online research with mobile phone, also known as ‘webrooming’, is playing an increasingly important role when shopping in physical stores. Just like online, consumers in the store also compare competitive prices and offers. Before shopping in the Netherlands, online research is mainly done online in products from the categories ‘clothes and shoes’, ‘electronics’ and ‘beauty’. Only 12% of consumers do not pre-search online when shopping for clothes and shoes. For electronics this is 14% and for beauty 20%.

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

Mobile shopping also includes mobile apps. On average, the Dutch have no fewer than 53 apps on their phones and Generation Z consumers even 66. Some of these are specifically aimed at online shopping. Dutch consumers use shopping apps more often than in any other country. Nearly a quarter of Dutch consumers use between 6-10 shopping apps every week. This is the most intensive use of shopping apps in all the countries studied. On the other hand, 70% of Dutch consumers use on average only 1-5 of their shopping apps per week (or not at all).

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.

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