New global study of over 13,000 consumers across 13 countries shows the smartphone innovation is rapidly changing the way consumers shop – both online and in-store
New York, March 15, 2022 - Klarna, a leading global retail bank, payments, and shopping service that helps consumers save time and money, and be informed and in control, today unveiled research demonstrating the extent to which smartphone innovation is evolving how consumers approach shopping. According to Klarna’s new Mobile Shopping Report, which surveyed more than 13,000 consumers across 13 countries, shoppers are looking for a digital-first shopping experience with streamlined shopping apps, virtual cards, and more.
Three global trends stood out across all regions:
- More digital cards for e-commerce. Virtual cards, also known as electronic cards, are becoming a more popular payment method for online purchases. Half of users see them as a more convenient alternative to their physical equivalents when shopping online.
- In-store, with a digital footprint. As people return to shopping in stores, the vast majority (92%) of respondents worldwide said they would use their devices in-store to help them secure the best deals or price promotions.
- The rise of the all-in-one shopping app. While consumers have heavily embraced apps, they are seeking out integrated services that remove the need to switch between multiple apps. Gen Z and Millennials feel most strongly about this, with 3 in 4 in favor of an all-in-one shopping app and 70% of people across regions expressing a preference for multi-purpose replacements.
“Consumers are increasingly mobile-oriented when it comes to how they shop and engage with the brands they love. They are not just using their phones to shop online – they’re also using them in-store to research products, search for price comparisons, and more, ” said Raji Behal, Head of US Partner Success, Klarna.
“This preference towards mobile is driving significant behavioral changes among consumers, who can access the world at their fingertips and are therefore demanding greater convenience and flexibility while shopping. This is particularly true within the US market, which – according to our research – is the only country where consumers are more likely to prefer shopping on mobile over computers.”
US shoppers are on the leading edge of embracing and demanding a digital, mobile-first shopping experience. Additional US report findings include:
- Mobile shopping (m-shopping) is on the rise, primarily driven by younger audiences. 68% of US consumers say they are shopping more often now with their mobile phones than just two years ago, with 8 in 10 m-shopping within the last 12 months. This is particularly true among younger generations, with 79% of Gen Z and 77% of Millennials m-shopping more oftens now compared to two years ago.
- Consumers are more likely to prefer shopping on mobile phones vs. computers. 46% of US shoppers prefer mobile, in contrast to the 41% who like to shop via desktop computer.
- Mobile devices are an essential resource for in-store shoppers. The majority (68%) of US shoppers use their mobile devices to research products while shopping in physical stores. Consumers are most likely to research products via their phones in-store when shopping for Electronics (85%), followed by Entertainment (79%), and Clothing & Shoes (78%).
- Virtual cards are on the rise, with 73% of US shoppers looking to embrace digital cards in the future for online shopping. The US has the second-highest penetration of virtual cards across all global markets, with 37% of shoppers already using them to purchase online. This preference is most prominent among Millennials (81%).
- Consumers embrace shopping apps with a “less is more” mentality. 94% of US consumers have shopping apps installed on their mobile phones. However, most consumers (82%) use fewer than five apps each week, and 72% would prefer to have one single app that incorporates all of the features of the shopping apps they currently use.
Read the full report here.
Note to editors
Klarna’s Mobile Shopping Report was sent out online in collaboration with research agency Dynata to a representative sample of more than 13 000 participants from 13 countries, conducted in collaboration with research agency Dynata.
This report uses additional consumer research conducted in cooperation with NEPA across 11 countries (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted on a quarterly basis and always includes a minimum of 1000 respondents in each country per quarter. In total, 18,000 consumers participated during Q4 2021 (October-December).
Since 2005 Klarna has been on a mission to revolutionize the retail banking industry. With over 147 million global active users and 2 million transactions per day, Klarna is meeting the changing demands of consumers by saving them time and money while helping them be informed and in control of their personal finances. Over 400,000 global retail partners, including H&M, Saks, Sephora, Macys, IKEA, Expedia Group, and Nike have integrated Klarna's innovative technology to deliver a seamless shopping experience online and in-store. With over 5,000 employees, Klarna is active in 45 markets and is one of the most highly-valued private fintechs globally, with a valuation of $45.6 billion. For more information, visit Klarna.com.
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