How do European B2B customers use their mobile phones?

Rajapack is present in 16 European countries and in 2018 we surveyed the mobile habits of our B2B customers: where do they go to find information, what time of day do they search for it and when do they order packaging via mobile.

We’ve compiled the results here and can reveal that there are big differences between countries.

Would you have guessed, for example, that among all our European customers, Danes are the most mobile-dependent? In fact, 75% use their work phone every day. That’s far more than in Spain, for example, which is otherwise considered one of the biggest markets in the EU for mobile use, along with the UK. French daily usage, on the other hand, is as low as 25%, well below the average for all users, which stands at 55%.

B2B search habits on mobile

So what are the search habits of European B2B stakeholders? Primarily, they search for information on suppliers’ and partners’ websites – with the exception of Danish and German customers who prefer to search for information via expert media and blogs. Interestingly, Spaniards and Danes also use social media most frequently, with up to 80% using Linkedin as a source of information and industry-related topics.

So what time of day do they pick up their mobile?

Habits vary widely from country to country and while the use of small breaks in working hours (e.g. lunch and coffee breaks) is a common feature among our clients, 25% of Norwegians and Germans say they use evenings, while Poles and Swedes prefer to use the extra time that comes with business travel.

Have you already visited Rajapack on mobile or tablet?

Overall, around 50% of our customers have already browsed the optimised mobile version of Rajapack’s website – and in fact they had done so before we had even drawn attention to our updated site. A version that our French and German customers were least aware of, by the way. Have you already visited our mobile site? If you’re already on your mobile, you can explore the site and order your packaging here.

Which part of our mobile-friendly website is your favourite?

Not surprisingly, most European customers want an efficient search box (a first priority in almost all countries), but after that the consensus stops.

• Spanish customers value the ease of re-ordering previous orders.
• Danes rank order history as the second most important element.
• Swedes prefer wish lists and the ability to add items to the shopping cart for later purchase.
• Among the other Europeans, it was not possible to find clear preferences for one or more elements.

B2B shopping habits on mobile

When we look at the total number of B2B sales over the last month, Spain is back in first place, with 72% of their customers ordering packaging for their businesses via their mobile phones. The average for the other countries was 50%, with the Norwegians and the French showing the least confidence in using this channel. Here the figure was as low as 40%.

Among B2B stakeholders, the vast majority had made at least 2 purchases via their mobile phones in the past 6 months! Surprised? We were certainly pleasantly surprised.

More in line with our expectation, it turned out that our customers with high travel activity (business travel often or most of the time) had on average made at least 2 business purchases via their mobile in the last 6 months.

The majority of our customers work in logistics and often in warehouses, and the results would probably be different if we were selling IT systems. What do you think about the results? Feel free to share your opinion about them or tell us about your own habits on the company phone in the comment box below.