Mobile Shopping Survey & “Devices and Demographics: Q4 2014” from Fluent


Fluent conducted a survey of more than 5,000 American adults to discover how they used their smartphones over the last 12 months, find out whether they have embraced shopping on smartphones, and gain insight into how brands can improve their handheld shopping experiences.


1. More than half of respondents said they made purchases on their smartphones last year: More than half of Android users and over 60% of iPhone users reported making at least one purchase on their smartphones last year. When it came to making multiple purchases, nearly one in five iPhone owners said they made at least seven purchases on their phones last year, compared to one in 10 Android users.
2. Consumers are equally comfortable shopping through mobile apps and mobile websites: Both iPhone and Android users were divided down the middle when reporting whether they made the majority of purchases on their smartphones through mobile apps or mobile websites.
3. More than two-thirds of respondents reported that mobile shopping is easy “most” or “all” of the time: Once again, Android and iPhone users agreed that mobile shopping is an easy experience overall (61% of Android users and 64% of iPhone users).
4. Increased security would promote even more mobile shopping: Roughly 30% of respondents across devices said that advanced security would encourage them to shop from their phones.
5. Email is the most popular mobile app: 28% of survey respondents listed email as their primary mobile phone activity, though women had a higher percentage of email usage than men. The next most popular activities were gaming and surfing the web.

More than half of consumers shopped on their smartphones in 2014. When it came to frequency of purchases, nearly 20% of iPhone users said they made at least seven purchases on their mobile phones over the last year, compared to just a little over 10% of Android users.


Across age groups and income levels, most survey respondents said they used their smartphones for email, but gaming was the winner among those aged 65+ (33.6% compared to 19.5% favoring email). Men said that they mostly used their mobile phones for gaming (33.6%) and email (21.2%) while women mostly used their mobile phones for email (34.4%) and social media (18.9%).

Among respondents earning $75,000 or less in annual income, 53% said they have Androids, compared to 30.4% on iPhones, with the remainder selecting “other” (Blackberries, Windows devices, etc.) On the other hand, respondents earning more than $75,000 per year were almost evenly split between Android and iPhone.

When asked what would make them more likely to shop from their mobile devices, survey respondents across devices and age groups wanted increased security measures from mobile websites (30.2% on Android and 28.7% on iPhone) as well as faster loading pages (17.6% on Android and 19.7% on iPhone). Once again, men and women agreed that increased security would make them more likely to shop on their phones (29.3% of men and 25.9% of women), while 16.4% of men and 19.2% of women wanted faster loading pages.


Both iPhone and Android users were divided down the middle when reporting whether they made the majority of purchases on their smartphones through mobile apps or mobile websites. These numbers reflect brands’ increased investments in high quality mobile-sites and shopping experiences.


When asked the question, “is mobile shopping easy all of the time, most of the time, some of the time, or never?” answers were virtually identical across both iPhone and Android users. Not surprisingly, younger consumers were the most comfortable with shopping through their phones. While 62% of those 45 and under said mobile shopping was easy “most” or “all” of the time, that number dropped to 52% for people over 45.


Survey Methodology: Fluent’s Mobile Shopping Survey was conducted online within the United States by Fluent, Inc. from January 16-18, 2015 among 5,269 adults aged 18 and older. Fluent’s proprietary ad-serving technology includes a real-time survey module that was used to facilitate the data collection for this study.

Fluent has also published Devices and Demographics: Q4 2014. It deep dives into the attributes of today’s digital consumers, including how they’re using their mobile devices, embracing mobile commerce, and participating in an increasingly fragmented digital world.

The charts in Devices and Demographics reflect aggregate data across Fluent’s online and mobile advertising network and are drawn from millions of interactions with American consumers between October 1 and December 31, 2014.

More than 60% of all interactions with Fluent’s ad network in Q4 occurred on mobile operating systems (smartphones, tablets, and phablets), as opposed to desktop and laptop computers.
Two-thirds of US mobile consumers are on Android devices: Android beat iOS by a rate of two to one across all age groups, with the exception of those 65 and older.
18- to 24-year-olds have the highest rate of mobile use among all age groups: More than of 70% of consumers in this demographic were on smartphones or tablets. Not surprisingly, Americans 65 and older had the lowest rate of mobile usage, at just over 30%.
Women are more mobile friendly than men: Across all age groups, two out of three women interacted with Fluent’s ad network from their smartphones or tablets, while only about half of men were on mobile devices.
Retail narrowly beat out media/entertainment as the most responded-to B2C offer category: 22% signed up for offers from retail brands, while 21% signed up for media/entertainment offers.


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