Facebook Insights (FBIQ) is sharing new research on what drives shoppers to use their mobile devices and the barriers they face.
It found that 56% of omni-channel shoppers said that they made a purchase on a mobile device because they were already using it. 55% said it's because they can do it anywhere, anytime.
60% say they'll start purchasing or purchase more on their smartphones this year. 64% think they'll do more shopping research on their smartphones. 61% expect to be using their smartphones more while in physical stores this year.
"Some shoppers still prefer buying on desktop, laptop or in-store, as they are dissatisfied with the omni-channel experience across their devices, especially on mobile," a spokesperson for Facebook tells us.
56% of shoppers prefer desktop or laptop because it's easier to see all the available products while 55% find it easier to use devices with a bigger screen. 27% find it difficult to compare products and retailers on a smartphone or tablet, and 26% find that entering personal data is not user friendly on a smartphone or tablet.
You can read more about the findings and what Facebook says it means for marketers in this post on the Facebook IQ blog.
Images via Facebook