Research conducted by Boston Consulting Group (BCG) in collaboration with Google found that 80% of B2B shoppers use smartphones at work, and more than 60% said smartphones played an important role in a recent purchase. In addition, around 70% of B2B buyers have significantly increased their mobile use in the last two to three years and 60% assume that they will continue to increase their mobile use.
The smartphone is becoming more important than ever
At the same time, B2B online queries are quickly moving from the desktop and laptop to the smartphone. Google has found that about 50% of B2B queries today are made on smartphones. BCG expects this figure to rise to 70% by 2020. One reason: The time required for mobile devices at the workplace is increasing. The company estimates that mobile use per B2B employee will increase by up to 50% by 2020 (from two hours a day to three), driven by a combination of more “digital generations” (Millenials, Generation Z) and the increasing use of smartphones by older employees
What the analysts predict
While the number of actual B2B purchases on smartphones is still low today, it is growing steadily. Industry analyst Forrester Research estimates that B2B e-commerce will account for more than 12% of total B2B sales by 2020.