Step aside desktop computers; the spotlight has now shifted to mobile as the star in the purchasing world, and this isn’t likely to change anytime soon. Mobile purchasing has taken off with great speed and it’s rapidly becoming the preferred method for conducting product research and purchasing decisions. How has this come to be? We’ve taken a closer look at this rising trend and the contributing factors to this development in purchasing behaviour.
Smartphone Accessibility at Your Fingertips
Now more so than ever before, we are witnessing a swift rise in the use of smartphones as a society, relying on them to keep us connected to the world no matter where we are.
Consumers are constantly on the move; whether they’re running from home to the office or they’re en route to catch a flight for a business trip, life moves very quickly in the 21st century. For this reason alone, smartphones have become a highly utilized tool for consumers who are trying to keep up with their busy lifestyles. In xAd’s 2015 Mobile Path to Purchase report, researchers disclosed that in 2013, nearly half of consumers thought that their desktop computers were the most important research tool for making a purchasing decision. However, only three years later this figure has decreased to merely 43%.
Tablets and wearable devices are also gaining great traction with consumers, and the innovative advancements with these pieces of technology are making it even easier for consumers to purchase anywhere at anytime.
Smartphones provide accessibility for consumers that they didn’t have 15 years ago, and because of this they are able to research and purchase desired products no matter where they are.
Mobile Optimized Websites and Emails
As consumers have switched their focus to mobile, retail and service providers have quickly followed suit. As of February 2015, 64% of decision-makers read their e-mail via mobile devices as opposed to desktops or laptops, and as a result companies have quickly jumped on the mobile bandwagon by creating intuitive mobile platforms. Responsive website designs and mobile optimized emails are making mobile purchasing even more appealing and accessible for consumers. This also includes creating easy to find and strategically placed Calls to Action (CTA) that will allow their consumers to “add to cart”, “buy now”, “learn more” or “request a demo” at any point while browsing the mobile site. By 2017, mobile devices will make up 87 percent of the total sales of Internet-enabled technology, and that figure will only rise from there on out.
As smartphone usage has and will continue to grow exponentially, companies have to keep up with how their consumers are buying. This means adopting mobile-friendly resources to keep these consumers connected and informed at all stages of the purchasing process.
Fast, Reliable and Simple Purchasing Process
With access at your fingertips and website designs that are built for mobile navigation, the mobile purchasing process couldn’t be easier.
Mobile credit card integrations are also making the purchasing process even faster for businesses, including instant synchronization with expense management solutions (such as Nexonia Expenses) and accounting software or ERPs.
Nearly two-thirds of Americans own a smartphone and 19% of Americans rely on a smartphone for accessing online services and for staying connected, so to say that consumers are dependant on them is an understatement. Mobile devices and tablets are now acting as a primary research tool, an essential medium for conversing with fellow consumers and an easily accessible credit card when making purchases. Surfing the web looking for products and solutions couldn’t be easier (or less painful) than ever before! Check out It’s Time to Include Mobile in Your Travel Program for more insight on the integral role that mobile plays in the modern organization.