Bizrate Insights’ Updates: Mobile as a Primary Ecommerce Platform

Written on
Apr 15, 2016 
Adotas  |

“Thanks to thousands of daily surveys of recent online buyers, we are able to keep a pulse on the emergence of mobile as a primary ecommerce platform,” explains Hayley Silver, Vice President, Bizrate Insights, a division of Connexity. “Here are some recent observations.”

Mobile vs. Desktop

Online purchases on a mobile device as a percent of online orders have been growing and maintaining market share since late 2014. However, nearly ¼ of all online shoppers still don’t use their mobile device to shop at all.

SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. By Bizrate Insights, a division of Connexity.

N=736,018,308. NOTE: Mobile refers to smartphone and tablet web purchases.


Mobile Device Types

Once the lion’s share of online purchases on mobile, tablets are still declining as a percentage of online sales; meanwhile smartphones continue capturing a larger piece of the pie.

When comparing smartphone and tablet purchases by device type, Bizrate Insights found that as of Q1 2016 online sales on iPhones are now equal to online sales on iPads. Android purchases have also been rising.

SOURCE: Bizrate US Point-of-Sale Network of 5,000+ retailers. By Bizrate Insights, a division of Connexity.

N=94,894,732. NOTE: Only web purchases included

Mobile Drives Omni-Channel Shoppers

Meanwhile, mobile devices continue to affect the in-store experience, before and during in-store purchase. 21% of shoppers use their mobile devices to assist their in-store shopping experience, and 63% check whether an item is in stock via their mobile device before visiting a store (or think that’s a good idea).

But retailers beware: almost 2/3 of mobile shoppers use their devices while in your store to look for discounts and better prices at competitors. Furthermore, 58% compare your in-store prices and coupons with your online prices and coupons – so be consistent!


SOURCE: BizAdvisor: Quick Hits: Mobile Behavior to Watch in 2016. (February 2016). Available from By Bizrate Insights, a division of Connexity.
N=9,142 online shoppers in the US and Canada, collected between January 25 – January 31, 2016. NOTE: Mobile refers to smartphone and tablet web purchases.

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