Tribute Media | Inbound Marketing Blog

Understanding Mobile Commerce and Buyers' Habits

Written by Sarah Wai | Mar 28, 2016 2:00:00 PM

At Tribute Media, we know mobile commerce is an important aspect of sales, and the consumer knows it because they utilize it constantly (who else buys all those romance novels and new shoes).

The real question is: Do YOU know this?

Web presence is not just about being visible on a computer. As of 2015, according to Statisticaworldwide mobile phone internet user penetration was 52.7 percent. That number is even higher in the United States- one of the most technologically advanced countries in the world. In 2015, B2C mobile commerce sales in the U.S. reached 83.93 billion dollars. 

Imagine having a piece of that number.

Mobile optimization and commerce can seem like a significant investment, but they are worthwhile and powerful tools for businesses if executed properly.

Not convinced? Let's look at some facts.

Evaluating Mobile Users and Their Buying Habits

The only way for anyone to understand mobile users and their buying habits is to assess what has happened in the past. Theories and predictions are great and can be beneficial, but facts speak volumes. Here are a few key demographics to pay attention to when it comes to mobile commerce:


You do NOT want to pass by this demographic. They are the future, and they are buying NOW. Take it from me- a modern day Millennial.

  • 57% of Millennial shoppers turn to mobile to research products, compare prices, and make their final purchase
  • They desire a seamless user experience, and with their shorter attention spans (thank you, technological advances) they are far more likely to leave your site if they don't get it. Am I bashing Millennials by saying this? Not at all. Remember, I am one. These are the facts.

OmniChannel Shoppers

To omnichannel shoppers, the internet is their source of inspiration. They are commonly found researching items online, and then actually going to a physical store to make the purchase. They are those who spend hours browsing all the things they want on Pinterest in their spare time. They picture their lives through the lens of endless possibilities. They are also a demographic you don't want to take for granted. 

  • 56% said they made a purchase on a mobile device because they were already using it
  • 55% say they use mobile because they can use it anytime, anywhere
  • Said to be "the emerging retail reality" by Google, the omnichannel shopper makes purchase decisions on the go

Mobile users can do any task and complete purchases just like desktop users will, provided its presented in a usable way. Mobile users are a tricky crowd; if your site is not mobile friendly you will most likely lose that visitor and their business.

Do you really want to risk that?

It's not just about making your site mobile-friendly anymore. It's about creating a positive mobile experience. This needs to start with a user-friendly, intuitive website that is adapting with current design and functionality trends.

Risks Involved with Bad User Experiences

Have you ever found yourself going to a website on your mobile device to do a little research on a product, purchase something, or try to schedule an appointment, only to find that you can't do what you wanted from your phone? I know I have, and I know for a fact that every single time I left the site without doing anything further. 

And honestly, every time I have had this happen I immediately discredited the company and labeled them as "behind the times" in my mind. Why would I get a product from someone who obviously isn't on top of things? Now this may not be everyone's line of thought, but it is certainly mine, and I can't be the ONLY person thinking this way.

But you don't need to take my opinion. Here are some facts:

  • 30% of mobile shoppers abandon a transaction if the experience is not optimized for mobile
  • 57% users say they won’t recommend a business with a poorly designed mobile site

These numbers will only increase with time. Don't allow yourself to be left behind! 

The real question at the end of this is: Are you willing to adapt and take initiative for your business or will you idly stand by as technology and potential customers pass you by?