International research by Klarna maps the effects of the smartphone revolution on (online) shopping
Online shopping is more popular than ever. The proportion 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 device for shopping. This is according to Klarna’s Mobile Shopping Report, a new Klarna survey of more than 13,000 consumers in 13 countries focusing on their mobile shopping habits. The advent of smartphone shopping has definitely changed consumer shopping behavior. The research also shows that the smartphone not only has a big influence online, but also plays an increasingly important role during physical shopping. An increasing number of physical purchases are preceded by a mobile search.
While the majority of consumers currently still prefer online shopping on a traditional desktop or laptop computer, this proportion is rapidly shifting in favor of mobile phones. In total, 76% of the Dutch have already made an online purchase with their mobile phone. The study by Klarna, the world’s leading provider of banking, payment and shopping services, shows that the preference for the mobile phone as the number 1 shopping device has increased significantly between the second and fourth quarter of 2021: from 28% to 34%%. The choice of desktop and laptop computers as the number 1 device in the Netherlands shows a downward trend: from 60% to 52%. Millennials are the most active mobile shoppers, with 48% preferring their mobile phone for online shopping, followed by 43% of Generation Z.
Webrooming is booming
The digital development does not only mean that people shop more online. Online research via mobile phone, also known as ‘webrooming’, also plays an increasingly important role when shopping in physical stores. Just like online, consumers also compare competitive prices and offers in store. In the Netherlands, before shopping, massive online research is carried out on products from the categories ‘clothing and shoes’, ‘electronics’ and ‘beauty’. Only 12% of consumers do not pre-search online when shopping for clothes and shoes. This is 14% for electronics and 20% for beauty.
Wilko Klaassen, Managing Director of Klarna in the Netherlands, Belgium and France: “The smartphone revolution has dramatically changed the way consumers shop, both online and in physical stores. Mobile phones have become one of the most prominent tools for shopping or research in advance . Product reviews and price information are checked on the spot to ensure consumers are buying the right product. It pays to help consumers provide all this information, from offers to reviews and price information, in one central location. 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. The Dutch have an average of no less than 53 apps on their phones and consumers from Generation Z as many as 66. Some of these are specifically aimed at online shopping. Dutch consumers use shopping apps more often than in any other country. Almost 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 surveyed. On the other hand, an average of 70% of Dutch consumers only use 1-5 of their shopping apps per week (or not at all).
Some other notable findings from the Mobile Shopping report:
The Dutch have many apps on their phones, but actually want much less. Therefore, almost three quarters of the Dutch state that they prefer to use a single app that allows them to shop, pay and understand things like delivery and returns. Simplicity and convenience are the main drivers for this.
Despite the high use of shopping apps, 26% of Dutch consumers today would still choose to remove more than half of their shopping apps.
40% of consumers worldwide feel overwhelmed by the number of apps available today. This feeling is strongest among Dutch consumers: 51% feel overwhelmed by the choice and availability of apps.
Virtual cards are becoming increasingly popular when paying online – 70% of Dutch customers increasingly want to use fully digital cards as a payment method in the future. This feeling is felt most strongly by Gen Zers and Millennials in the Netherlands, where over 80% prefer digital cards. Among baby boomers, it is only 52%.
In the Netherlands, 66% have heard of virtual cards and 29% have already tried them. According to 59% of Dutch consumers, the main reason for wanting to switch to virtual is the increased anonymity, privacy and security.
See the entire ‘Mobile Shopping Report’ here.