Although laptops are still the preferred device for online shopping, mobile phones are clearly on the rise and may challenge the laptop in the future.
Laptops are currently the most preferred device, both when it comes to browsing and purchasing products and services online. However, the development during the past years indicate that mobile phones are becoming increasingly popular as a shopping device, especially when consumers browse for products.
The gap between browsing and purchasing
For shopping, nearly four fifths use their mobile phone to browse shopping websites or apps or to research products or services, but only half have actually purchased a product online using their phone. Therefore, it seems that brick and mortar stores are still needed, as consumers want to see and feel the products before making the final purchase decision.
These observations pose some interesting questions. Why do we use mobile phones and tablets for browsing without completing purchases on these devices? Does the screen size matter? Are the payment solutions underdeveloped, or do we simply prefer to complete most purchases in a perceived “safe” way, as we have done in the past? The root of the underdevelopment of purchasing via mobile phones is probably a mix of these reasons.
The mobile phone is increasing as the preferred device for browsing shopping websites
19% of Nordic consumers prefer the mobile phone to make online purchases
Mobile phones are the preferred device for browsing, while laptops are preferred to make online purchases