Consumers Make Better Shopping Decisions On PCs Than Phones, Study Finds

Posted: Nov 29 2019, 5:41pm CST | by , in Technology News


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Consumers make better shopping decisions on PCs than phones, study finds

A study has found that customers make more good decisions with bigger screens.

A recent research study has found that shoppers tend to make better purchase decisions using their personal computers than their mobile devices as product information is shown up front.

Professor Lior Fink, head of the Mobile Behavior Lab, said it is not the screen size that affects the decisions consumers make, but “the fact that sites adjusted for mobile viewing reduce the information offered on the results page and require more digging around in the site for information.”

Even though mobile-friendly versions of retail sites improve visibility, they reduce some information available and make it hard for shoppers to make decisions consistent with their preferences, according to Fink, who is also a member of the Department of Industrial Engineering and Management at the Ben-Gurion University of the Negev in Israel.

“From a pure decision-making perspective, the study shows it is better to simply present the same information irrespective of the device used,” according to the report. “Consumers will find the information more difficult to view on mobile devices, but their decisions will be more accurate.”

The team behind the study asked participants to pick a room in a fictitious hotel among 11 options and presented them with information either on a PC or a mobile device.

According to the results of the experiment, participants made equally accurate decisions when the same information was presented on both screens up front. The research showed that the participants made decisions that were less accurate and less in line with their preferences because of mobile display, and not because of the device.

“This is the first study that differentiates between screen size and information reduction, which are often mixed up,” according to the report.

Meanwhile, Adobe Analytics has found that smartphones constituted 47% of traffic to online stores and 36% of sales in 2018. Black Friday 2018 also saw more than $2 billion in online sales in the United States using smartphones, marking the first time the shopping day reached that record, Adobe said.

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<a href="/latest_stories/all/all/81" rel="author">Mandy Jean</a>
Mandy covers the latest news in Tech and Business.




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