For Many Shoppers, Mobile Is Essential When Researching and Purchasing Products - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

For Many Shoppers, Mobile Is Essential When Researching and Purchasing Products

Female shoppers research products via mobile more than males

January 7, 2016

Mobile has become an important channel for shoppers as they research and purchase products. According to 2015 research, these shoppers “mobile warriors” skew younger as well as female.

Demographic Profile of US Shoppers Who Primarily Research/Purchase Products via Smartphone, Q3 2015 (% of respondents)

Y&R looked at different profiles of US shoppers and revealed that mobile warriors—those who primarily research and purchase products via smartphone—use their smartphones to compare prices, get information, receive coupons and make purchases. When it comes to the demographic profile of these shoppers, females make up 53.4%, while males account for 46.6%.

This shopper also tilts younger; 31.7% of US shoppers who primarily research and purchase products via their smartphone are between the ages of 18 and 29. Additionally, 36.3% are ages 30 to 44. However, these smartphone shopping behaviors are not just limited to younger shoppers. Consumers ages 45 and older also use their device to research and purchase.

Retailers Worldwide that Have Experienced Major Mcommerce Growth, 2014 & 2015 (% of respondents)

While mobile still accounts for a small share of total retail sales, retailers are feeling the impact of these devices.

According to data from Payvision, in 2014, 57% of retailers worldwide experienced major growth in mcommerce sales. And in 2015, 79% of retailers worldwide were undergoing major mcommerce growth.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.