Trends

Millennials lead mobile spending surge


More and more millennials prefer to shop via smartphone than any other way, according to a new study.

By Gina Acosta

PrintMillennials lead mobile spending surge
Millennials lead mobile spending surge

More and more millennials prefer to shop via smartphone than any other way, according to a new study.

Clavis Insight analyzed the online shopping habits of 500 U.S. consumers, looking at frequency, preferred method of shopping and key performance indicators critical to driving online purchases.  

According to Clavis, 41% of those aged 18-34 use smartphones as their primary shopping device (even for fresh food and household products), and 28% of those surveyed aged 35-54 use a mobile device as their primary online shopping tool. Additionally, 69% of those aged 18-34 use smartphones to research products while shopping in brick-and-mortar locations, continuing to blur the line between online and offline purchases.  

Some additional findings from the Clavis Insight study:

  • Amazon was the website most frequently visited by those surveyed, at 78% followed by Walmart at 42%.

  • Cost was the No. 1 driver for online purchases, showing that shoppers value online as a cost-effective alternative to in-store shopping. Convenience and need were also significant drivers for online purchases.

  • Availability and lack of choice were the top reasons why consumers would not shop online, at 40% and 23% respectively.

  • 67% of those who use a mobile device in brick-and-mortar locations are checking prices, while 25% of those surveyed were checking ratings and reviews.

  • Product description was the most important information in helping make an online shopping decision at 35%. Product images closely followed at 33%.

  • Of those surveyed, fresh groceries and household products were the most popular online categories shopped for in the past month, with almost 90% each. However, when it comes to an actual purchase, clothing (70%) and electronics (52%) were the most purchased categories.

  • More 55+ year olds than 35-54 year olds reported the amount of time they spent shopping online increased. 40% reported an increase in online shopping, trailing only 18-34, who reported a 46% increase.