Report Summary

Mobile retailing is a growing, vital part of retail. Bridging the gap between physical and digital worlds, it adds convenience and elevates the shopping experience.

Katie Hansen, Senior Analyst, Retail & eCommerce

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Consumer fast facts
    • Consumer fast facts (cont.)
    • Mobile usage
    • Mobile retailing is on the rise
    • A simplified experience will assist older generations using mobile commerce options
    • Graph 1: mobile shopping frequency, by gender and generation, 2023
    • Mobile devices are sometimes the only key to the internet for multicultural consumers
    • Graph 2: mobile shopping frequency, by race and Hispanic ethnicity, 2023
    • Brands should consider multilingual content for mobile users
    • The majority of consumers are at home when shopping on mobile
    • Graph 3: location when shopping on mobile, 2023
    • DoorDash incorporates QR codes to streamline the ordering process
    • Krispy Kreme UK taps into out-of-home, QR codes to direct consumers to stores
    • Return to office mandates present opportunities to capture captive audiences on public transportation
    • Graph 4: location when shopping on mobile, by work from home status, 2023
    • Parents are in an "always shopping" state of mind
    • Graph 5: location when shopping on mobile, by parental status and gender, 2023
    • Mobile shopping behaviors
    • Consumers will continue to incorporate mobile devices into their shopping journeys
    • Graph 6: mobile shopping behaviors, 2023
    • Younger generations are using their mobile devices for more than purchasing
    • Graph 7: mobile shopping behaviors, by generation and gender, 2023
    • Mobile devices will continue to bridge the online and in-store experience, especially for younger generations
    • Products consumers are comfortable shopping for on mobile
    • Mobile devices will continue to aid in the purchase of products online across categories
    • Graph 8: products comfortable purchasing on mobile devices, 2023
    • Women across generations are more open to purchasing a variety of items on their mobile devices
    • Graph 9: products comfortable purchasing on mobile devices, by gender and generation, 2023
    • Opportunities abound for mobile engagement across categories
    • Brands leverage customization, AR and shoppable recipes in mobile apps to inspire consumers
    • Motivations to shop on mobile devices
    • Consumers across generations see various convenience benefits for shopping on mobile
    • Graph 10: motivations to shop on mobile device, by generation, 2023
    • Spotlight on: Social Commerce
    • For some lower-income consumers, mobile use is driven out of necessity
    • Graph 11: motivations to shop on mobile devices, by household income, 2023
    • Barriers to shopping on mobile devices
    • Consumers remain vigilant about privacy and data protection
    • Graph 12: barriers to shopping on mobile device, by generation, 2023
    • Older consumers need mobile sites and apps to adapt to their needs
    • Food and drink brands have an opportunity to improve their mobile sites
    • Graph 13: barriers to shopping on mobile devices, by products comfortable purchasing on mobile devices, 2023
    • All about apps
    • Apps can be helpful when shopping, so long as consumers feel secure
    • Graph 14: attitudes toward mobile devices – apps, 2023
    • Consumers have apps across categories, especially those they shop the most often
    • Graph 15: app categories, 2023
    • Footwear brands highlight exclusivity and personalization on their apps
    • Apps have a place on mobile devices of consumers across generations
    • Graph 16: number of shopping apps on mobile devices, by generation, 2023
    • Parents + shopping apps = BFFs
    • Graph 17: number of shopping apps on mobile devices, by parental status and gender, 2023
    • Deals can lead to downloads and rewards can keep consumers engaged with apps
    • Graph 18: reasons to use shopping apps, 2023
    • Across categories consumers seek out value from their app experiences
    • Graph 19: reasons to use shopping apps, by app category on mobile device, 2023
    • Brands can educate consumers on app benefits
    • Apps need to have various functions to reach the needs across generations
    • Apps need to have various functions to reach the needs across generations (cont)
    • Graph 20: reasons to use shopping apps, by gender and generation, 2023
    • Help dads connect with other parents to learn about products they want to purchase
    • Graph 21: reasons to use shopping apps, by parental status and gender, 2023
    • The most desired app features equate to convenience for consumers
    • Graph 22: desired app features, 2023
    • Education of app features is key across generations
    • Graph 23: desired app features, by generation, 2023
    • Role of mobile in-store
    • Mobile devices help to elevate the in-store shopping experience
    • Graph 24: attitudes toward mobile devices – in-store experience, 2023
    • Younger consumers see the benefits of using their mobile device in-store
    • Graph 25: attitudes toward mobile devices – in-store experience – any agree, by gender and age, 2023
    • Mobile can provide savings, education and a more personal experience in-store
    • Graph 26: role of mobile devices in-store, 2023
    • Brands leverage signage in-store to offer additional information
    • Women use their mobile devices to make the most on their in-store journey; men are seeking out convenience
    • Graph 27: role of mobile devices in-store, by gender, 2023
    • Target touts ability to find additional information via barcodes in-store
    • Attitudes toward shopping on mobile devices
    • Gen Z finds an improved mobile experience
    • Graph 28: attitudes toward mobile devices – general, by generation, 2023
    • Brands have an opportunity to improve the mobile experience for Black consumers
    • Graph 29: attitudes toward mobile devices – general attitudes, by race and Hispanic ethnicity, 2023
    • Mobile devices offer a convenient, streamlined experience for parents
    • Graph 30: attitudes toward mobile devices – general attitudes, by parental status and gender, 2023
    • Shopping on mobile can lead to rabbit-hole spending for younger consumers
    • Graph 31: attitudes toward mobile devices – impulse and emotion, by generation, 2023
    • Black and Asian consumers have more control over their shopping impulses
    • Graph 32: attitudes toward mobile devices – impulses and emotions, by race and Hispanic ethnicity, 2023
    • Dads are the more impulsive shopper on their mobile device
    • Graph 33: attitudes toward mobile devices – impulses and emotions, by parental status and gender, 2023
  3. Competitive Strategies

    • Competitive strategies and market opportunities
    • Super apps remain an unrealized opportunity in the US
    • Klarna continues to work on its super app approach
    • Encourage the use of mobile devices in-store to enhance the overall shopping experience
    • Social commerce goes hand-in-hand with mobile retailing
    • Utilize additional media to connect with consumers via mobile
    • Miller Lite leverages QR codes on t-shirts to promote free beer
  4. The Market

    • Market context
    • Market drivers
    • Mobile commerce sales will continue to encompass a greater portion of retail, ecommerce sales
    • An improving economy should lead to increased consumer spending
    • Consumer prices rose by 3.1% in January, down from 3.4% in December
    • Graph 34: headline CPI, core CPI, and shelter CPI, 2021-24
    • Consumers are the most upbeat they have been in over two years
    • Graph 35: consumer sentiment index, 2021-24
    • Unemployment continues to sit near historic lows
    • Graph 36: unemployment rate, 2019-23
    • Increased speeds and AI can improve the mobile experience
    • Growing younger generations will impact the need for mobile commerce operations
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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