News

Nearly 75% of consumers use a smartphone while shopping

November 21, 2013

Consumers go everywhere and can do just about everything on their smartphones, and shopping is no exception. According to the new Connected Intelligence Shopping on Smartphones report from The NPD Group, nearly 75 percent of smartphone owners are using their device as part of their overall shopping experience.

A large part of this shopping experience is being played on out on retailers' websites rather than on their store-specific apps. Almost three quarters (71 percent) of smartphone users are using retailer websites such as Bestbuy.com, Amazon.com, and Target.com, but only 57 percent of consumers are accessing those retailers' apps to enhance their shopping experience.

"Apps need to become a more seamless component of the consumer’s day-to-day shopping experience if retailers want to remain top of mind and relevant to consumers once they leave the physical store," said Eddie Hold, vice president of Connected Intelligence. "Right now, engagement is low, meaning the app is clearly an experiment that is quickly dropped by most consumers."

According to the report, just three months after downloading a retailer's app on their phones, 75 percent of consumers don't even use it once a month. The app itself is also not being used to its fullest potential. Only a third of shoppers are accessing and using retailer apps in the physical stores. A large majority of app — and website use, as well — is occurring in consumers' homes.

"The fact that nearly 94 percent of consumers are shopping on their phones from home rather than in-store suggests that engagement on their smartphone is more of an alternative for online shopping rather than a showrooming tool," said Hold. "Key functionality such as store product location, integrated shopping lists, and even scan-and-go will help drive the experience further and on a more consistent basis."

The Shopping on Smartphones report leverages a combination of on-device metering and consumer panel data. The on-device meter, the "SmartMeter" uses a three-month rolling panel that provides a base of 4,500. The consumer panel survey surveyed 1,500 smartphone users aged 18 and older and was fielded in September 2013.

Read more about consumer behavior.