The study was conducted between April 28 and May 13 among 171,000 PriceMe users. In the study, 62 percent of users accessed PriceMe from a desktop while 28 percent used a smartphone. Users on tablet devices were excluded from the study.
Smartphone shoppers are also 8 percent more likely than desktop shoppers to be male, and live in Auckland – those from New Zealand’s biggest city are 20 percent more likely to use a smartphone for shopping than the rest of the country.
PriceMe says smartphone users who shop on its site are most likely to be seeking to buy phones and tablets than desktop users, and less likely to seek laptops, cameras and TVs.
Unsurprisingly, those shopping with smartphones browse 17 percent fewer pages and spend 31 percent less time on the site than desktop users. In a comforting finding for retailers, smartphone shoppers are also 28 percent more likely to look for a local retailer with a physical store.
PriceMe chief executive Henrik Johansson says that customers researching products and prices on their mobile devices impacts the retail landscape, and stores need to adjust their service offerings accordingly through mobile-friendly websites and a "mobile-first" mindset.