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Media consumption

Gemius E-commerce study: mobile devices are becoming more popular for online shopping

Internet research and technology company Gemius has released the findings of its fourth E-commerce study in Estonia. The results show that mobile phones are becoming more popular for online shopping, with the online store mobile apps being used by the majority of users. At the same time, there has been a certain stability in the number of internet users shopping online, as well as in their planned spending amounts.

According to a Gemius e-commerce study, 86 percent of respondents have shopped online in the past six months, with many doing so on a regular basis. Among them, 71 percent made online purchases at least once a month or more often, with 52 percent shopping online once or multiple times a month and 19 percent making purchases online once or several times a week. The study also noted a similar pattern last year, with 71 percent of respondents shopping online at least once a month.

The computer remains the most popular device for online shopping, but its dominance is gradually declining. This year, 92 percent of survey participants made purchases online using a computer, marking a 3-percentage-point drop since 2023. Meanwhile, mobile phones continue their steady rise in popularity. Two years ago, 62 percent of respondents used mobile phones for online shopping, while this year the number has reached 69 percent mark. When asked about using mobile apps for online shopping, 69 percent of respondents said they use apps, while the remaining 31 percent preferred websites and did not use mobile apps.

When asked about their spending plans for this year, 41 percent of respondents believed their expenses would remain unchanged - a figure that has stayed constant, with no noticeable change in recent years. However, more than half still anticipate shifts in their online spending. This year, 41 percent plan to increase their online expenses, compared to 46 percent back in 2023. Meanwhile, 18 percent intend to reduce their online spending – two years ago such plans were for 12 percent of respondents.

With the majority of consumers shopping online, an increasing number of e-commerce companies are being established. To monitor their quality, recognize the best performers, and inspire businesses, the E-commerce annual award will take place for the fifth consecutive year. For the second year, it will be held on a Baltic scale, presenting the prestigious "Baltic E-commerce Star" award. The competition's strategic partner is Latvijas Pasts, with collaboration partners including Mēness Aptieka, MakeCommerce, Aleph, Gemius, One More Agency, Element Digital, The Red Jackets, Login.lt, and Nords Porter Communications. Media partners for the event are Delfi, TV3 Group, IR Nauda, and DScreens.

The Gemius E-commerce study in Estonia was conducted using the gemiusAdHoc internet survey. The study is based on data obtained through a pop-up internet questionnaire shown to randomly selected internet users. This year, the study was conducted from January 3 to February 24, surveying 1777 respondents aged 18 to 74.

To learn more about the study and to have access to all the data, we invite you to contact Gemius Estonia by writing to kontakt@gemius.ee.

gemiusAdHoc is a research designed for individual business needs, with the possibility of discovering public opinion on any topic, question, or industry.

Gemius is an international research and technology company providing data, as well as advanced tools for digital and traditional marketing activities such as web analytics, online campaigns’ management and ad serving. The company offers comprehensive solutions for marketers, advertising agencies, publishers and e-commerce. Gemius is present on the market since 1999. The company is a member of IAB Europe and I-COM Global. The research conducted by the company are carried out in accordance with the principles of the international ICC/ESOMAR code.