2016 Study: How Smartphones are Revolutionising the Customer Journey
In a new study by SessionM, they look into how smartphones are revolutionising the customer journey and how/why they are so essential in people’s lives.
SessionM surveyed their network of over 4,000 smartphone users in a two-part survey.
Some Key Statistics:
- 71% of consumers indicated they used their smartphone more often than their laptop
- 86% of people use their phone for two or more hours
- 27% of people use their phones for 6+ hours per day
- 70% of people use their phones for calls and texting
- 54% of people use their phones for playing games
- Women are 13% more likely to browse and post on social media than men
Using Smartphones for Shopping:
In the past three months, 84% of respondents have shopped or browsed via their smartphone
91% of people used their smartphone for retail activities, such as:
- 59% to find store information like hours of operation
- 51% to find promotions and coupons
- 51% for researching a specific product
- 48% for making a purchase
Travelling Changes Mobile Habits:
App usage within particular categories increases significantly when travelling compared to when at home. For example:
- 23% increase in using map Apps like Google Maps
- 15% increase in transportation Apps like Uber or Lyft
- 17% increase review and recommendation Apps like Yelp
- 20% increase in travel and hotel Apps like AirBnB or Hotels Tonight
- 15% increase in reservation Apps like OpenTable
App categories that decreased in usage:
- 10% decrease in shopping Apps such as Gilt or RetailMeNot
- 4% decrease in utility Apps like Weather or Calendar Apps
Mobile Apps Aren’t Going Anywhere
The majority of people use mobile Apps and mobile web or browsers.
- 94% of respondents use mobile Apps and mobile web/browsers.
- 36% of people spending more time using Apps compared to just 16% using mobile web.