“Mobile-first shoppers” is the moniker the retail industry gives consumers who typically shop on mobile devices first, as opposed to buying in store.
And a new study from Facebook IQ acquired by media outlet Retail Dive reports that 60 percent of mobile-first shoppers start their holiday shopping early—between October and mid-November—compared to 36 percent of in-store-first shoppers.
The mobile-first demographic comprises only 17 percent of all consumers. But mobile commerce is picking up: In the fourth quarter of 2016, it comprised 21 percent of total e-comm sales, according to Retail Dive.
Mobile-first consumers tend to be younger—millennials and Gen Zers—although the study found that 64 percent of parents identify as mobile-first.
And mobile-first doesn’t mean mobile-only. Around 75 percent of shoppers, including mobile-first customers, will do the majority of their shopping in stores this year says the study.
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