Dutch consumers are ditching the high streets and opting to shop online using their smartphones and tablets.
An eCommerce report from Blauw Research revealed that 1.7 million Dutch consumers used a mobile device to purchase an item online in the last six months of 2012. These numbers indicate a 73 percent increase from mobile purchases made in 2011.
More often consumers are gaining access to mobile devices and are switching old mobile phones to smartphones. The switch to tablets and smartphones is giving opportunities to retailers online and the eCommerce market. Many global retailers have recognized they cannot ignore the online trend and are further developing online sites and mobile application features to enhance the customer experience.
We bring you a few highlights from the Blauw Research report and extract important information about how Dutch consumers are shopping online in this PYMNTS.com Data Point.
What Are They Buying?
The majority of Dutch consumers are buying products and services online (1.4 million out of 1.7 million), and others are buying applications or downloads. Shopping for clothes online proved to be the most popular with 34 percent making purchases in this sector. The other items purchased frequently online are books (24 percent), sports products (20 percent) and computer parts (17 percent). These statistics indicate that smaller items are popular amongst the mobile channels.
How Are They Ordering?
About 5.5 million Dutch completed online orders through their smartphone or tablet. The average shopper will spend €56 per mobile order and about half spent over €112. This segment accounts for 12 percent of the online consumption in the second half of 2012.
Where Are They Ordering?
About half of mobile shopping is done through a tablet (51 percent), and about 92 percent of these transactions were done while at home. The report also shows that two-thirds of mobile shopping is done at home and about a quarter said they shop in other locations such as work, school or during transit.
Why Are They Shopping On Mobile Devices?
Dutch consumers reported that convenience represented their biggest incentive for mobile shopping. Consumers enjoy the freedom of being able to purchase any item, at any place with their mobile device. Dutch consumers also said they liked to sit on the couch at home and shop on their mobile phone or tablet. Shoppers admit they are annoyed with the small smartphone screens and explain mobile sites don’t always working properly. Some consumers also share that the feel a sense of insecurity when shopping online via mobile device.
To read the full report at Ecommerce Europe click here.
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