15% of Millennials don’t shop with their smartphone

A YouGov survey of millennials (18-34 year olds, those basically born in the 80s and 90s) shows that 15% don’t shop using their smartphones. Of course, that means 85% do but the reasons for the naysayers rejecting commerce on their mobiles are quite interesting.


The problems centre, to a great extent, around the limitations of assessing products on a smaller screen.

Darryl Adie, MD of Ampersand, says of the survey they commissioned: “Many would have expected Millennials to be more engaged with mobile shopping, however it seems even this age group is still put off by the current state of the mobile web. Anecdotally, we hear retailers talk about increased traffic from mobile devices but lower conversion rates. It’s not enough nowadays for a retailer to simply have a mobile optimised website and blame the device for low conversion. Many of the things that put consumers off mobile shopping are easily fixable with minimal development, including making sure retina imagery is displayed, numerical and email specific keyboards are utilised and automatic geo-location is enabled. Retailers who make their mobile websites easier to use are sure to win loyal consumers across all channels.”