Mobile shoppers want unique, not popular
Shoppers browsing on their own smartphone are significantly more likely to choose unique or personalised products than popular ones. Desktop shoppers show no such preference.
Quick Summary
Shoppers browsing on their own smartphone are significantly more likely to choose unique or personalised products over popular ones. The effect is triggered by the personal nature of the device, not the mobile form factor itself. It disappears when people use a borrowed phone.
On mobile, de-emphasise "bestseller" and "most popular" labels and test messaging that highlights uniqueness, limited availability, or personalisation. Customisation options and limited editions should appear higher in the mobile layout than on desktop.
Your mobile product page and your desktop product page are not serving the same psychological state. Shoppers using their own phone are more focused on personal identity than shoppers using a desktop or a borrowed device - and that changes what they want to buy.
The self-focus effect of personal devices
The research found that using a personal smartphone activates private self-focus - a heightened awareness of individual identity and preferences. This makes shoppers drawn to products that feel distinctive or personally expressive rather than widely popular.
Crucially, the effect disappeared when participants used a borrowed phone. The device's personal nature was the trigger, not the mobile form factor itself.
What this means for product positioning on mobile
Social proof framing like "bestseller" or "most popular" may be less persuasive for mobile shoppers than messaging that emphasises uniqueness, limited availability, or personal fit. Personalisation features - "built for you," "customise this" - resonate more strongly in the mobile context.
Shopify implementation
- Use Shopify's theme editor to serve mobile-specific hero content or product callouts where possible
- Emphasise product customisation options, limited editions, or personalisation features higher in the mobile layout
- Test replacing "bestseller" labels with "our most distinctive" or similar uniqueness cues on mobile collection pages
Research: Song, C.E. & Sela, A. (2022). "Phone and Self: How Smartphone Use Increases Preference for Uniqueness." Journal of Marketing Research. DOI: 10.1177/00222437221120404.
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