The exponential growth of mobile purchases

The possibility to always be connected, even on the move. &` This is one of the main reasons that drives buyers to make online purchases from mobile devices. Purchases from smartphones and tablets continue to grow, says Nielsen, the research institute that conducted a study on 30 thousand users in 63 different countries. Globally, 38% of mobile device users say they approach the online market to make purchases. India leads the way, with 46%, followed by Indonesia in 37% of cases and Mexico and Turkey, both with 34%.

In Italy one in four buyers accesses e-commerce via smartphones and tablets. The biggest concern widespread, which influences the remaining part is the payment system. Paradoxically, throughout the country, banks that operate exclusively via mobile are growing. Mobile-only banking is It was used in 9% of Italian cases, in 19% of Europeans and 28% on a global scale.

An interesting fact concerns cross-device, that is, the phenomenon whereby users carry out research using a device, for example a tablet, and then make the purchase from a laptop, or do an initial price analysis on their PC and later confirm directly from their smartphone. The types of searches that Italians carry out from mobile devices 40% are generic information on goods and services, 36% compare prices and 30% are driven by coupons and promotions.

These figures are destined to grow and, in the next 10 years, will reach a turnover of 10 trillion dollars. But this will happen only if the mobile experience is optimized: transactions from smartphones and tablets are chosen because they are easy, fast and convenient.