Big screen vs little screen: How device size plays a role in consumer shopping habits 

Despite many of us feeling like our smartphones are almost glued to our hands, most UK consumers still avoid them when purchasing certain items. For many, the small screen does not provide the necessary clarity and comfort required for making decisions about certain goods or services. So, which purchases do people feel are best made on a larger screen, and what drives this preference? 

Insights into device preferences 

Our research reveals distinct preferences in device usage for purchasing various products: 

• Mobile dominance: quick, convenience-driven purchases are predominantly made on smartphones. Categories like takeaways (40%), clothing (34%), and small electrical appliances (28%) see higher mobile transactions, indicating that consumers value the ease and speed of mobile shopping for everyday items. 

• Desktop preference for high-value items: larger investments such as vehicles and real estate still predominantly occur on desktops, with only 10% and 7% of consumers respectively willing to make such significant purchases on mobile. The larger screen size facilitates a more detailed examination and comparison, which is crucial for these high-stake decisions. 

Barriers to mobile purchasing 

While mobile shopping is always growing, certain factors inhibit its adoption for certain types of purchases: 

• Security concerns: Highlighted by 40% of respondents, security remains the top barrier to mobile purchasing. This presents an opportunity for brands to enhance security features and communicate these improvements effectively to consumers. 

• User experience challenges: A quarter of consumers report dissatisfaction with mobile site or app experiences. Addressing these issues by optimising mobile design could significantly improve user satisfaction and conversion rates. 

Tailored strategies for different audience demographics  

The preference for mobile or desktop varies significantly across different demographic groups: 

• Younger consumers and busy parents: these groups are more likely to use mobile devices due to their on-the-go lifestyle. Brands looking to target these groups should focus on mobile-first strategies that cater to the need for quick, frictionless transactions 

• Older generations: typically showing a preference for desktops, strategies aimed at older consumers should not only improve desktop experiences but also gradually build trust and familiarity with mobile options 

Strategic considerations for brands 

For brands, understanding these device-based preferences is key to creating effective digital touchpoints. Thinking about the different audience groups you want to target you can then start to: 

• Optimise across devices: ensure that your brand’s digital experiences are seamlessly integrated across all devices, paying special attention to the unique needs and concerns of your target audience 

• Increase mobile trust: invest in and highlight enhanced security measures for mobile shopping to reassure consumers and encourage adoption, particularly when targeting an older demographic 

• Improve mobile UX: continuously refine the user experience on mobile devices to eliminate frustrations that affect the demographic groups you want to target 

Enhancing digital strategy with device insights 

Truly understanding your target audience and their shopping preferences is the key to creating an effective digital strategy. As a market research agency specialising in segmentation, we focus on understanding how different consumer groups use digital platforms.  

By digging deep into these behaviours, we work with our clients to tailor their digital experiences, ensuring they meet the exact needs and expectations of their customers. This approach not only enhances user satisfaction but also drives better conversion rates and overall business performance. 

Reach out to us to discover how our insights can drive your brand’s digital strategy forward.