US Mobile Retailing Market Report 2023
$4,995 (Excl.Tax)
Description
“Mobile retailing is growing rapidly and already makes up a significant portion of total ecommerce sales. Consumers are more comfortable not only browsing and researching on their mobile devices but also making a large quantity of purchases on smartphones and tablets. The coming years will see continued improvements in 5G technology, which will further boost mobile retailing capabilities. Mobile websites and apps are a key part of the overall shopping journey and a vital way for brands to provide the tailored, personalized shopping experience consumers desire.”
– Katie Hansen, Senior Analyst, Retail & eCommerce
This Report looks at the following areas:
- Mobile shopper profiles
- Motivations and barriers to mobile use
- Preferences between apps and mobile websites
- Shopping behaviors on mobile devices
- Attitudes toward mobile retailing
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Figure 1: Mobile retailing outlook, 2023-28
- Opportunities and challenges
- Exclusive experiences, products will drive interest in app downloads
- Third-party partnerships can offer consumers greater value
- Brands, retailers can provide inspiration on their apps
- Privacy, security will keep cautious consumers on edge
- Key consumer insights
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Market Landscape
- Mobile retailing will comprise a larger portion of total ecommerce sales
- Mobile retailing will comprise a larger portion of total ecommerce sales
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Market Factors
- Economic woes tie up consumers’ wallets, confidence
- Inflation continues to punch down spending power
- Figure 2: Consumer Price Index change from previous period, 2007-22
- Confidence levels remain at lowest levels in decades
- Figure 3: Consumer Sentiment Index, 2007-22
- A growing, young, diverse crowd will increase mobile commerce
- Figure 4: Generational composition, by race and Hispanic ethnicity, 2022
- 5G can help support the growth of mobile retailing
- New regulations limit influence in app stores, marketing efforts
- Dominant app stores get a wakeup call
- Third-party cookies reduce visibility into how to personalize the consumer experience
- Economic woes tie up consumers’ wallets, confidence
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Competitive Strategies and Market Opportunities
- Inspiration becomes a greater priority for shopping apps in competition with social commerce
- The opportunity: mimic social commerce features to provide an engaging discovery process
- Figure 5: Amazon launches Inspire to compete with TikTok
- Gaming opens up new mobile engagement opportunities
- The opportunity: merge retail and gaming to create an engaging experience and get in front of new and existing customers
- Figure 6: Gucci launches in gaming
- Retailers make mobile a central part of communicating with consumers
- The opportunity: leverage everyday mobile functions to provide mobile shoppers with greater convenience, levels of service
- Figure 7: Walmart launches Text to shop feature
- Brands link up with third-party apps to provide convenience to consumers
- The opportunity: partner with third-party brands to elevate service
- Inspiration becomes a greater priority for shopping apps in competition with social commerce
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The Mobile Consumer – Fast Facts
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The Mobile Shopper
- Mobile use overtakes computer use
- Figure 8: Devices used, 2022
- Young, multicultural, lower-income consumers are driving mobile
- Figure 9: Devices used, by key demos, 2022
- More consumers make more purchases on their mobile devices
- Figure 10: Old Navy provides easy-to-use mobile experience
- Figure 11: Total purchases made on mobile device, 2022
- Consumers from all backgrounds shop heavily on mobile
- Figure 12: Total purchases made on mobile, by key demographics, 2022
- Mobile shopping doesn’t always equate to a mobile consumer
- Figure 13: Shopping locations, 2022
- Mobile use overtakes computer use
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Products Purchased
- Consumers shop openly across categories
- Figure 14: Products purchased, 2022
- Black consumers seek a wide variety of products
- Figure 15: Products purchased, by race and Hispanic ethnicity, 2022
- Consumers shop openly across categories
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Motivations and Barriers to Mobile Use
- Consumers leverage convenience from their mobile devices
- Figure 16: Motivations, 2022
- Millennials see added value from exclusivity on apps
- Figure 17: Motivations, by generation, 2022
- Lack of computer or laptop access leads less affluent consumers to rely on their mobile devices
- Figure 18: Motivations, by household income, 2022
- Consumers are driven by experience to shop on mobile devices (or not)
- Figure 19: Barriers, 2022
- Older consumers seek reassurance on privacy; younger generations look for the optimal experience
- Figure 20: Barriers, by generation, 2022
- Consumers leverage convenience from their mobile devices
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Apps versus Websites
- All-inclusive shopping apps are preferred over many brand apps
- Figure 21: App versus website use, 2022
- Younger generations look to limit clutter on their mobile devices
- Figure 22: App versus website use, by generation, 2022
- Shoppers seek quality apps over quantity
- Figure 23: Number of apps, 2022
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- Figure 24: Stitch Fix taps personalization, seamless purchase process
- All-inclusive shopping apps are preferred over many brand apps
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Motivations for Using Mobile Apps
- Shopping frequency, convenience drive app downloads
- Figure 25: Reasons to download apps, 2022
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- Figure 26: Kroger highlights app in email communication
- Women seek apps for budgets, men for research
- Figure 27: Reasons to download apps, by gender, 2022
- Apps can help parents learn from their communities
- Figure 28: Reasons to download apps, by parental status, 2022
- Apps connect consumers and brands and streamline shopping
- Figure 29: Interest in app features, 2022
- Gen Z, Millennials drive interest in shopping features, elevating their experience
- Figure 30: Interest in app features, by generation, 2022
- Infuse fun in apps to engage parents
- Figure 31: Interest in app features, by parental status, 2022
- Shopping frequency, convenience drive app downloads
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Shopping Behaviors
- Consumers purchase more than they browse on a mobile device
- Figure 32: Shopping behaviors on mobile devices, 2022
- Parents seek advanced shopping options from mobile retail experiences
- Figure 33: Shopping behaviors on mobile device, by parental status, 2022
- Mobile devices elevate physical retail
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- Figure 34: Mobile device use in-store, 2022
- Gen Z looks for a hybrid experience while shopping
- Figure 35: Mobile device use in-store, by generation, 2022
- Consumers purchase more than they browse on a mobile device
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Attitudes toward Mobile Retailing
- Mobile shopping seen as more convenient than shopping on computers or in stores
- Figure 36: Attitudes toward mobile devices – convenience, 2022
- Consumers need encouragement to continue to shop with mobile in the future
- Figure 37: Attitudes toward mobile devices – experience, 2022
- Younger generations push mobile use forward
- Figure 38: Attitudes toward mobile devices – experience, by generation, 2022
- Push notifications can assist consumers in staying up to date with brands
- Figure 39: Attitudes toward mobile devices – push notifications, 2022
- Create value with push notifications to engage with Gen Z
- Figure 40: Attitudes toward mobile devices – push notifications, by generation, 2022
- Consumers keep a sharp eye on privacy and data protection practices
- Figure 41: Attitudes toward mobile devices – security, 2022
- Younger generations are willing to share information so long as they maintain control
- Figure 42: Attitudes toward mobile devices – security, by generation, 2022
- Mobile shopping seen as more convenient than shopping on computers or in stores
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Data
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