“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

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • 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
                          • Market Landscape

                            • Mobile retailing will comprise a larger portion of total ecommerce sales
                            • 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
                                      • 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
                                                • The Mobile Consumer – Fast Facts

                                                  • 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
                                                  • 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
                                                  • 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
                                                  • 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
                                                      • Figure 24: Stitch Fix taps personalization, seamless purchase process
                                                  • Motivations for Using Mobile Apps

                                                    • Shopping frequency, convenience drive app downloads
                                                      • Figure 25: Reasons to download apps, 2022
                                                      • 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 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
                                                        • 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
                                                    • 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
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Marketing creative
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms

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