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50 Must-Know Mobile Commerce Facts & Statistics

How the mobile web changes the way we buy and sell

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T A B L E

O F

C O N T E N T S

1. Mobile Web Trends .............................................................................3 2. Differences in Behaviour and Context ...............................10 3. The Mobile E-Commerce Opportunity ..............................23 4. Tablets as an Emerging Channel ...........................................34 5. Email, Social Media and Search .............................................44

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M O B I L E

1
W E B
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T R E N D S

8X
Source: Nielsen Page 4

Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s.

1.2 BILLION
There are over 1.2 billion people accessing the web from their mobile devices.
Source: Trinity Digital Marketing

Page 5

58%
of all US consumers already own a smartphone.
Source: comScore Page 6

Mobile

Others

15%

85%

Global mobile traffic now accounts for 15% of all internet traffic.
Source: Internet Trends 2013

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NO ONE SCREEN SIZE HAS MORE THAN

20%
OF THE MARKET SHARE.
Source: Mobify Research and Development Page 8

Our senior leadership team understands the strategic importance of mobile to our organization.

Said 72% of mobile e-business and marketing executives.


Source: Forrester Page 9

D I F F E R E N C E S B E H A V I O U R &

2
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I N

C O N T E N T

URGENT NOW
THE 3 MODES OF MOBILE USER EXPERIENCE
Source: Mobify Research and Development

Users are seeking urgent information on their mobile device that is often related to location or activity, mostly through search engines and recommendation sites like Yelp or Foursquare.

REPETITIVE NOW
Users are seeking recurring realtime information, such as stock quotes, sports scores and auction listings.

BORED NOW
Users are seeking distraction, entertainment or connection through a mobile device on services like Facebook, Instagram and Twitter, or in their email.

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THE 2 MODES OF MULTI-SCREENING


Source: Google

SEQUENTIAL USAGE
Moving from one device to another at different times to accomplish a task.

SIMULTANEOUS USAGE
Using more than one device at the same time for either a related or an unrelated activity.

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SPONTANEITY PLAYS A MAJOR ROLE IN SHOPPING.


(81% of smartphone purchases)
Source: Google

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88% of people agree that having a mobile device with realtime information makes them more spontaneous with shopping and, in general, more open to discovering new things.
Source: Latitude

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90% of people move between devices to accomplish a goal, whether thats on smartphones, PCs, tablets or TVs.
Source: Google

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of shoppers research online and visit store to purchase.

51% 17%

44%
research online and purchase online, too.

visit store first, then purchase online.


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research online, visit store to try, then purchase online.

32%

Source: Ipsos Mediact

MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED ITS PRESENTED IN A USABLE WAY.
Brad Frost
Source: Brad Frost

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30%
Source: MoPowered

of mobile shoppers abandon a transaction if the experience is not optimized for mobile.

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71% of global mobile web users expect websites to load as quickly, almost as quickly, or faster on their mobile phone compared to the computer they use at home.
Source: Compuware

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Loading
Every 100ms increase in load time decreases sales by 1%.
Source: Amazon

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of mobile customers will abandon your site if they have to wait 3 seconds for a page to load.
Source: Strangeloop Networks

57%

Page 21

Consumers expect transactions to be easier on mobile than they are offline (51%) or on a desktop computer (50%).
Source: IBM

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E - C O M M E R C E

3
T H E M O B I L E
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O P P O R T U N I T Y

63% of people expect to be doing more shopping on their mobile devices over the next couple of years.
Source: Latitude

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Roughly 58% of consumers who own a smartphone have used it for store-related shopping.
Source: Deloitte

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60% of mobile shoppers use their smartphones while in a store, and another 50% while on their way to a store.
Source: Deloitte

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/
Almost 1/4 of all online shopping on Black Friday in 2012 was done on mobile and tablet devices.
Source: Internet Trends 2013

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of people have a better opinion of brands when they offer a good mobile experience.
Source: Latitude

61%
Page 28

57%
Source: Google

users say they wont recommend a business with a poorly designed mobile site.

have turned to a competitors site after a bad mobile experience.

41%

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In the last twelve months customers around the world ordered more than $1 billion worth of products from Amazon using a mobile device.
Jeff Bezos, CEO of Amazon
Source: Compuware 2009

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of the retailers state that the objective of mobile for their company is to drive revenue to their website.
Source: Deloitte

81%

Page 31

Not having a mobile optimized website is like closing your store one day each week.
Source: Google

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PayPal mobile handled almost $14 billion in payment volume in 2012.


Source: eBay

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T A B L E T S

A S

4
A N
Page 34

E M E R G I N G

C H A N N E L

By 2014, more than one in three US internet users will have a tablet device.
Source: eMarketer

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ALMOST HALF A BILLION TABLETS WILL SHIP IN 2013 AND 2014 ALONE.
Source: Gartner Page 36

52% of tablet users now say that they prefer to shop using their tablet rather than their PC.
Source: Alexaner Interactive

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72%
of tablet owners make purchases from their devices on a weekly basis.
Source: Google Page 38

An average tablet owner makes around $63,000 a year.


Source: Internet Retailer

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TABLET USERS SPEND 50% MORE THAN PC USERS.


Source: Adobe

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Tablet visitors are nearly three times more likely to purchase than smartphone visitors.
Source: Adobe

3X
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BECAUSE TABLET USERS TEND TO BE ACTIVE, TECHSAVVY CUSTOMERS, WE SEE IPAD LEADS CONVERT 30% HIGHER THAN DESKTOP BASED TRANSACTIONS.
Mike Clem, Director of E-Commerce, Sweetwater Sound, Inc.
Source: Google

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70%
of tablet users expect a website to load in two seconds or less.
Source: Compuware Page 43

E M A I L ,

S O C I A L

5
M E D I A
Page 44

&

S E A R C H

Mobile phones represent 25.85% of all email opens and 10.16% on tablet.
Source: Knotice

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of holiday season emails are being opened on mobile.


Source: Experian

45%

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71%
Mobile purchasing decisions are most influenced by emails from companies.
Source: Adobe Page 47

36%

36% of emails from retailers are opened exclusively on mobile.


Source: Knotice

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of mobile internet access is for social activities, versus just 79% on desktops.
Source: Microsoft

91%
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46%

of U.S. social media users now access platforms such as Twitter and Facebook via their mobile phone.
Source: AllTwitter

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SEARCH IS THE #1 MOBILE BROWSER ACTIVITY.


Source: comScore

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Mobile-based searches make up one quarter of all searches.


Source: The Search Agency

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77% OF MOBILE SEARCHES OCCURS AT HOME OR WORK.


Source: Nielsen

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70% of PC search tasks are completed in one week while 70% of mobile search tasks are done in one hour.
Source: Microsoft

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95%
Source: Google

of smartphone users have searches for local info.

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ONE IN THREE MOBILE SEARCHES HAVE LOCAL INTENT


(Versus 1 in 5 on desktop)
Source: Small Business Trends

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THANKS FOR READING!


If you have any comments, questions, or would just like to learn more about how to launch a mobile-optimized website, please feel free to reach out to us and say hello.

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