In its latest “Devices & Demographics” consumer survey, marketing platform provider Fluent found about half of consumers polled are making purchases with their smartphones with women outpacing men.
The survey, which involved polling about 3,000 U.S. adults, also found that about one-in-four respondents had made a purchase on a smartphone after receiving either a push notification, marketing text message or a marketing e-mail. Researchers at the firm said the goal of the survey was to “uncover” consumer behavior as it pertains to mobile devices and online shopping preferences.
Results were similar to prior surveys but included some revelations. For example, insights gleaned from the poll included that iOS device owners “were more likely to shop on mobile than Android owners,” the researchers said. And when asked what would make them more likely to shop using a mobile device, “easier navigation” and “increased speed” topped the list. The survey also revealed that 47.8 percent of consumers have a gaming app on their phone.
Regarding gender differences, 45.3 percent of women used a smartphone to shop, which compared with 39.9 percent of men. With frequency of online mobile shopping, 52.4 percent of respondents “said they made one to five purchases on their smartphone last year, and another 23.7 percent said they made six to 10 purchases,” the researchers noted.
The poll also explored different types of marketing methods and how each influenced a mobile purchase. “E-mail held a slight edge over [text messages and push notifications] in terms of inciting mobile purchases as 20.8 percent of respondents said they made a smartphone purchase after receiving a marketing e-mail about a product, compared with 18 percent and 17 percent for text and push notifications, respectively,” Fluent said.
And when comparing mobile apps versus mobile web site, consumers are using both regularly and at an even rate — 51.4 percent for mobile apps, and 48.6 percent for mobile web sites.
“That changes when you break down the results by age and gender,” the researchers said. “Women are much more likely than men (53.6 percent versus 43.8 percent) to shop on mobile web sites, while the opposite is true for mobile apps, where men make the majority of their smartphone purchases (56.2 percent for men; 46.4 percent for women).”
The results of the poll also found younger demographics to lean toward using a mobile app for purchases compared to a mobile web site. “It’s also interesting to note that Android users are more likely to shop on mobile apps, and iOS users on mobile web sites,” the researchers added.