Mobile Commerce is Becoming a Bigger Part of E-Commerce Overall
2016 predictions by Forrester Research estimate mobile-based purchases to exceed $142 billion in the US. The mobile market is estimated to represent 40 percent of all online purchases in the US. Other mobile forecasts anticipate a 30 percent cross channel component in US consumer purchases, meaning that at some point in their dealings with a vendor, nearly 1/3 of an online consumer’s transactions with that online merchant will be performed using a mobile device.
The mobile side of online purchases is rapidly growing and needs to be factored into online marketing strategies. Consider these mobile statistics:
- Eighty percent of Internet users own a smartphone (Smart Insights, 2015). Email access from mobile devises has risen by 180 percent over the past 3 years.(Email Monday, 2015). More than 36 percent of mobile subscribers use either an iPhone or an iPad to read their email. Thirty four percent of mobile subscribers use their mobile device solely to read emails (Informz, 2014). The number of companies creating emails formatted for mobile devices grew by 22 percent in 2014 (Adestra, 2014).
- Seventy one percent of marketers now consider mobile marketing campaigns central to their business growth. Furthermore, 68 percent of companies have implemented mobile marketing strategies. (Salesforce, 2015)
- Over 1/3 of US smartphone owners use a retail app at least once a week (Forrester Consulting, 2014). When it comes to research performed by mobile users –48 percent of begin using a search engine; 33 percent originate their inquiries using a branded website; 2 6 percent start their mobile research using a branded app. (Smart Insights, 2015)
- At 8.58 percent, tablet devices account for the highest add-to-cart figures on e-commerce websites. (eMarketer, 2015)
- Fifty three percent of the tablet consumer base will perform a coupon redemption, frequently while they are at home. Forty percent of the US smartphone audience will use a redemption coupon redemption, often made at the physical retail outlet. (eMarketer, 2015)
- Sixty one percent of users are unlikely to return to a mobile site if they experienced problems accessing it. Forty percent of online purchasers experiencing technical issues will move on to a competitor’s site. (McKinsey & Company, 2014)
- Smartphone conversion rates are 64 percent higher compared to desktop conversion rates. (CMS Report, 2015)
- eMarketer anticipates that mobile paid search will rise from $8.72 billion to $12.85 billion, overtaking the $12.82 billion targeted at desktops. This increase will result from the 156.4 million mobile phone users performing online searches in the US, a figure that represents roughly 49 percent of the total US population. (eMarketer, 2015)
- Eighty one percent of US mobile users performed pre-purchase research from their devices prior to going to a retail outlet. Nineteen percent of US mobile owners used their devices to perform their research from while they were at the retail store. (Ninth Decimal 2014)
- Sixty five percent of US smartphone users check their phones within 15 minutes after rising from bed. Sixty four percent check their phones within 15 minutes before going to bed. (Heidi Cohen, 2015)
- Total US mobile sales will account for 24.4 percent of all online sales revenues by the end of 2017 (HubSource, 2015).
- Forty four percent of consumers report that they prefer brands that deliver coupons and deal offers to their mobile devices. (Millward Brown)
- Forty five percent of US businesses have integrated mobile marketing into their efforts in the following breakdown: mobile websites at 70 percent, mobile applications at 55 percent, and QR codes at 49 percent. (StrongMail, 2012)
- Show-rooming, when a customer makes a purchase using their mobile device after viewing it in a retail outlet, figures were at 28 percent in 2014. While, web-rooming, making an in store purchase following researching it on a mobile device, numbers were at 41 percent for the same period. (GfK’s 2014 FutureBuy Global Study)
- Seventy one percent of in-store shoppers who use mobile devices for online research, report that their mobile devices enhances their in-store experience. (IpsosMedia/Sterling, 2014)
Are you getting your share of mobile commerce? If you’re not, now’s the time to integrate mobile into your overall marketing strategy. Not just mobile website optimization, mobile apps or mobile search, but a strategy that focuses on the entire customer experience — the role mobile plays as potential customers move from search to conversion.
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