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Understanding shopping on mobile

When developing Mobile Ready Hero Images, it is important to understand the context of mobile shopping. Some aspects of this are detailed below.

On this page:

The importance of mobile e-commerce

Mobile e-commerce is increasingly important. It is no longer the case that most online shopping transactions are done on a desktop or laptop. In 2016, more than 50% of e-commerce transactions were conducted on mobile in countries including Japan and the UK. In other countries, the proportion of mobile transactions are also increasing, and it is only a matter of time before they too pass the 50% point.

Shopper behaviour

Shopper behaviour varies depending on the person, the retailer’s platform and the situation. Shopper research from SimpleUsability identified three main kinds of shopper behaviour:

  • Brand led. They user knows the specific brand they are looking for, but not the product/variant/size. Browsing is led by images, followed by the descriptions
  • Value led. The user has a product in mind, but value is the driving factor. Browsing is led by price and offers.
  • Specific product led. User knows the brand, variant and size that they are looking for. Browsing is led by images.

Considering different screen sizes

E-commerce now takes place across a wide range of devices, including smartphones, tablets and laptops/desktops. Mobile Ready Hero Images were specifically developed to improve the shopping experience on smartphones, where images in product listing pages are typically rendered at a size between 12 x 12mm and 18 x 18mm. However, they can also improve the users’ experience on tablets and desktop devices as well.


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