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Online mobile device shopper is leading the retail wave, reveals new study

July 1, 2016

Smartphone users who are jumping online to shop at least twice during a three-month period are leading the retail revolution and the trend is prompting retailers to switch up and switch out the traditional definition of 'the store,' reveals a new UPS study.

Consumers are also expecting a seamless journey between brick-and-mortar and online when it comes to shopping, states the fifth annual UPS Pulse of the Online Shopper report.

"Consumers are skilled at using technology to their advantage and thrive on gathering information when shopping," said UPS CMO Teresa Finley, in an announcement. "This year's UPS study revealed 45 percent of online shoppers love the thrill of hunting for and finding great deals, and physical stores continue to play an important role in that experience. The challenge is how to best engage with shoppers to fulfill their desires."

The study data reveals 51 percent of all purchases are now being done online, a jump from 48 percent last year. Consumers are increasingly using smartphones and those shopping online with a mobile device are more satisfied than last year.

Social media influence on shopper activity increased nine points, to 34 percent, compared to a year ago.

"Cost, control and convenience are shoppers' primary drivers," said Finley. "Shoppers may be buying more online, but they still value the physical store. Providing an exceptional in-store experience can position the retailer to convert more sales and enhance loyalty when customers pick up and return items."