Device-driven ability to shop from anywhere sees Americans making purchases in bed, at dinner, in work, and at the gym 

Indianapolis, US, June 2022 — the average American has four ‘shoppable devices’ in their home – with one in five (20%) often struggling with purchasing decisions – according to new research from customer engagement specialist Emarsys. 

The newfound opportunities to shop wherever they liked are indulging some unusual shopping locations, according to the study of 2,000 US consumers, The most common is the bedroom: 61% have shopped on their mobile phone while in bed,  

43% of US consumers say they have shopped on their mobile phone at the dinner table, while a quarter (24%) have browsed while in a work meeting.  

Another 23% have found themselves shopping online in the cinema, and more than a quarter (26%) at the gym. To top it off, 39% of US consumers admitted to shopping on their mobile phone while queueing in a physical store – talk about In-shop-tion! 

“Today’s consumers are far from being constrained to physical stores – we’re lucky enough to be able to shop from practically anywhere,” commented Joanna Milliken, CEO, Emarsys. “Consumers are more confident than ever in navigating the ecommerce world, and they’re evolving as a result of the options available to them. 

“Brands need to be able to meet them with engaging, personalized interactions, wherever and whenever they choose to shop. Without the 360-degree view of a customer that comes from centralizing your customer data, and using that to inform engagement across every channel, it’s extremely difficult to truly get to know customers as individuals.” 

Join Joanna and Jen Bailin, SAP CRO, on the Be Remarkable podcast – as they examine buying behaviors across different industries, how retailers are evolving in response to changing consumer wants and needs, and much more.