When looking at usage data from select online retailers, we found that consumers are accessing pure play e-commerce sites more frequently when at home versus when they are away (based on AppOptix mobile research).  As shown in the figure below, company’s such as Amazon and Etsy are accessed by consumers from home more often than when they were away from home – note the home minutes of use surpassed minutes used when away (in 2017, year-to-date). 

This remarkable finding highlights a pivotal point for mobile – that the bond (and dependency) between consumer and their devices is tightening whereby mobile is further imprinting its footprint into virtually every moment or aspect of people’s lives, independent of location.