Digital Shopper Insights: Understanding Generational Perspectives on Mobile Commerce

The purpose of this study was to identify the perceptions of consumers regarding the use of smartphones to shop and to determine the extent of influence age has on their intentions to use their smartphones to shop. A quantitative, descriptive research design was conducted to examine the perceptions of consumers regarding the use of smartphone-based shopping. The findings revealed that Gen Zers, Millennials, and Gen Xers reported positive perceptions about using their smartphones to shop online. Boomers were consistently more unsure in their responses. The three generation groups (Gen Zers, Millennials, Gen Xers) agreed that using their smartphones to shop was useful and easy to do. Boomers were undecided in their responses. Although, the Gen Zers, Millennials, and Gen Xers reported consistently positive beliefs about shopping using their smartphones, these groups tend to report similar views as the Boomers about their intentions to use the devices to shop. All four groups were indecisive regarding whether they planned to mobile shop with their smartphones in the future.