Shift from desktop to mobile: How B2B customers are changing the game

In today’s digital age, the way B2B customers transact is undergoing a profound transformation, with mobile devices and apps taking centre stage. This shift is driven by changing user behaviour, improved technology, and a desire for convenience and flexibility. To better understand this transition, we’ll examine traffic data from India, Indonesia, the USA, and Japan, highlighting the pros and cons of desktop and mobile usage for B2B transactions.

The mobile surge: A global phenomenon

As mobile technology continues to advance, B2B customers are increasingly turning to their smartphones and tablets to conduct business. This trend is evident in countries around the world.

Traffic data insights

In India, mobile devices are becoming the preferred choice for B2B transactions. Data from leading e-commerce platforms and business-to-business marketplaces show a steady increase in mobile traffic. In 2022, mobile traffic accounted for a staggering 68% of all B2B transactions in the country, a significant leap from just a few years ago.

Similarly, Indonesia has witnessed a mobile-first approach in B2B transactions. Mobile traffic in the archipelago nation has surpassed desktop traffic by a significant margin, with 72% of B2B customers opting for mobile devices to complete transactions.

In the US, a mature B2B market, the mobile trend is equally pronounced. Mobile devices account for 62% of all B2B transactions, demonstrating that even in well-established markets, the convenience of mobile is hard to resist.

Japan, known for its tech-savvy population, showcases a slightly different pattern. While mobile transactions are on the rise, desktops still hold a considerable share of the B2B market. Mobile devices account for 54% of transactions, but desktops maintain a strong presence at 46%.

Pros and Cons of Desktop vs Mobile for B2B Transactions

Desktop Pros:

• Large Screen Real Estate:Desktops offer a larger display, making it easier to view complex documents and perform detailed tasks.
• Stability:Desktop computers typically have more processing power and a stable internet connection, ensuring smoother operations for data-intensive tasks.
• Enhanced Security:Desktops can be equipped with advanced security measures, reducing the risk of data breaches.

Desktop Cons:

• Lack of Mobility:Desktops tie users to a fixed location, limiting flexibility.
• Complexity:Desktop applications can be complex, requiring specific software installations and configurations.
• Limited Accessibility:Users must be at their desk to access desktop applications.

Mobile Pros:

• Convenience:Mobile devices allow B2B customers to transact from anywhere, at any time.
• User-Friendly Apps:Mobile apps are often designed with user-friendliness in mind, streamlining the transaction process.
• Integration:Mobile devices can seamlessly integrate with other apps and tools, enhancing productivity.

Mobile Cons:

• Smaller Screen Size:Mobile screens are smaller, which can make it challenging to work with complex documents or spreadsheets.
• Security Concerns:Mobile devices may have weaker security compared to desktops, potentially exposing sensitive data to risks.
• Limited Processing Power:Complex tasks may be slower on mobile devices due to their lower processing capabilities.

User Behaviour in Desktop vs. Mobile

User behaviour differs significantly between desktop and mobile devices. Desktop users often engage in more prolonged sessions, spending an average of 6-8 minutes per session. In contrast, mobile users tend to have shorter sessions, typically lasting 2-4 minutes. This indicates that mobile users are more likely to engage in quick, on-the-go transactions, while desktop users may tackle more extensive and detailed tasks.

Available Metrics

To track this shift, key metrics include:

Traffic Split: Analyzing the proportion of traffic from desktop and mobile devices. Session Duration: Measuring the average time users spend on the platform per session.

Conversion Rates: Comparing the rate at which users on each device complete transactions.

Bounce Rates: Understanding how often users leave the platform after viewing a single page.

In conclusion, the B2B landscape is undergoing a significant transformation, with mobile devices and apps rapidly gaining ground over desktops. The data from India, Indonesia, the USA, and Japan clearly illustrates this global shift. While both platforms have their advantages and disadvantages, understanding user behavior and leveraging available metrics is crucial for businesses looking to adapt to this evolving landscape and cater to the preferences of their B2B customers.

The author is co-founder of Industrybuying. Views are personal.