News • 29.11.2019

E-commerce: better buying decisions on PCs than on phones

Research from Ben-Gurion University of the Negev gives new information on the decisions made by cybershoppers

Young woman sitting on a rock and using a computer
Source: PantherMedia / galsand

This holiday shopping season, consumers may make better shopping decisions using their PCs rather than smart phones or other mobile devices, according to new research from Ben-Gurion University of the Negev. "The issue is not actually screen size," says Prof. Lior Fink, head of the Mobile Behavior Lab and a member of the BGU Department of Industrial Engineering and Management. "It is actually 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. Sites adjusted for PC viewing give more information right up front."

This is the first study that differentiates between screen size and information reduction, which are often mixed up. The findings will be presented next month at the International Conference on Information Systems, the top academic conference in the field. In 2018, phones accounted for 47 percent of traffic to online stores and 36 percent of sales according to Adobe Analytics. Last Black Friday was the first during which there were more than $2 billion in online U.S. sales via phones.

Benefits and disadvantages of response web design

"Most e-commerce providers use 'responsive web design' to adapt the presentation of information to the device used." Fink explains. "While mobile friendly presentation improves visibility, it reduces the amount of information and causes consumers to make decisions that are less consistent with their preferences." From a pure decision-making perspective, the study shows it is better to simply present the same information irrespective of the device used. Consumers will find the information more difficult to view on mobile devices, but their decisions will be more accurate.

Experiment: choosing one hotel room among 11 options

Prof. Fink and his master's student Daniele Papismedov conducted two experiments in the Mobile Behavior Lab focused on choosing a fictitious hotel room among 11 room options. Participants viewed the information either on a PC or on a mobile device. They viewed eight informational features about each room option on the PC display and only three on a mobile display. While all the information was available in both displays, it was more readily available on the PC display. The assignments to a specific device and to a specific display were independent of each other. The experiments showed that when the same information was presented on both screens right up front, equally accurate decisions were made. As a result, the research showed that participants made decisions that were less accurate and less aligned with their preferences as a consequence of the mobile display but not as a consequence of the mobile device. Whether it is selecting a hotel room, a new outfit or a new television, the researchers believe that shoppers will have a more accurate shopping experience in line with their preferences using a PC rather than a mobile friendly format.

Source: Ben-Gurion University of the Negev

related articles:

popular articles:

Thumbnail-Photo: Disposition and shelf maintenance in times of Corona...
19.08.2020   #POS marketing #shop equipment

Disposition and shelf maintenance in times of Corona

Tools for shelf management

The CPG industry is currently experiencing turbulent times just as much as retail. Challenges such as the ban on field sales force visits or the sudden increase in demand for some articles, which leads to gaps in the shelf and loss of sales, are ...

Thumbnail-Photo: Stay safe with VariPOS
11.05.2020   #cashpoints #terminals

Stay safe with VariPOS

How technology helps – Stay safe at the point of sale

Technologies for product identification and payment authentication are great for improving the customer experience with speed and accuracy, but these technologies are also being seen as beneficial in the wake of the Coronavirus Pandemic. ...

Thumbnail-Photo: RetailTech Lab opened a national test center in Denmark...
23.06.2020   #payment systems #marketing research

RetailTech Lab opened a national test center in Denmark

The store of the future has opened in Lyngby. One of the partners is the IT company Delfi Technologies.

On June 16, 2020, RetailTech Lab opened its doors to a national test center in the Danish mall “Lyngby Storcenter”. New technology for the retail industry will be tested in close interaction between entrepreneurs, retailers and ...

Thumbnail-Photo: World’s first convenience store retrofitted with AI technology...
14.08.2020   #video surveillance #video cameras

World’s first convenience store retrofitted with AI technology

Standard Cognition to provide Circle K with autonomous checkout

Standard (“Standard Cognition”) announced that Alimentation Couche-Tard, a company that operates close to 14,500 convenience stores worldwide, including under the global brand Circle K, has selected Standard to pilot touchless, ...

Thumbnail-Photo: The safety barrier you need right now
02.06.2020   #customer satisfaction #security

The safety barrier you need right now

Poindus ProShield is an effective protection screen.

Safeguards like social distancing implemented in-store during staff-customer interactions are enhanced with our ProShield, an effective protection screen that provides an additional layer of protection for cashiers & customers at the point of ...

Thumbnail-Photo: COVID-19 accelerates adoption of contactless payments...
20.05.2020   #payment systems #coronavirus

COVID-19 accelerates adoption of contactless payments

Consumers around the world are switching to contactless to help with social distancing

RBR’s Global Payment Cards Data and Forecasts to 2024 reportreveals how increased contactless card issuance and acceptance combined with changes in consumer behaviour are driving growth in contactless payments. In 2018, the number of ...

Thumbnail-Photo: Reflexis successfully expands into Baltic region by signing Maxima Latvia...
08.07.2020   #POS communications #workforce deployment

Reflexis successfully expands into Baltic region by signing Maxima Latvia

Region’s leading retail chain chooses workforce management solution

Reflexis Systems, the leading provider of intelligent workforce management and execution solutions for multi-site businesses in retail, food service, hospitality and banking, today announced that Maxima, one of the largest Latvian retail chains, has ...

Thumbnail-Photo: “Dear shopping cart, please show me the way!“...
06.07.2020   #self-checkout systems #scanner

“Dear shopping cart, please show me the way!“

Shopping Cart 2.0 – gimmick or idea with intrinsic value?

Not all shopping carts are the same... far from it! Digitization and automation also put their stamp on this aspect of the retail sector. What’s usually a plain, large basket on wheels that makes it easier for shoppers to transport products ...

Thumbnail-Photo: Quantity discount on the WIMIsys PT51!
05.08.2020   #POS systems #displays

Quantity discount on the WIMIsys PT51!

From now until September 30th: 10% discount on the WIMIsys PT51 POS System when purchased together with a Swissbit TSE solution

Are you looking for TSE compliant POS solution for your customers in bakery, restaurant or retail shop? ...

Thumbnail-Photo: Hobbii continues the growth adventure …
23.06.2020   #POS systems #brick and mortar retail

Hobbii continues the growth adventure …

… with new stores and several digital initiatives

The online store Hobbii.dk continues the opening of physical stores with the launch the third store in Tarup shopping center in Odense, Denmark. The close collaboration with Delfi Technologies, which is based on several digital initiatives, will ...

Supplier

Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
CCV GmbH
CCV GmbH
Gewerbering 1
84072 Au i.d.Hallertau
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Apostore GmbH
Apostore GmbH
Uferstraße 10
45881 Gelsenkirchen