50 Must-Know Mobile Commerce Facts & Statistics
How the mobile web changes the way we buy and sell
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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
T A B L E O F C O N T E N T S
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1M O B I L E W E B T R E N D S
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8XMobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s.Source: Nielsen
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There are over 1.2 billion people accessing the web from their mobile devices.
Source: Trinity Digital Marketing
1.2 BILLION
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of all US consumers already own a smartphone.
Source: comScore
58%
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Global mobile traffic now accountsfor 15% of all internet traffic.
Source: Internet Trends 2013
15% 85%
Mobile Others
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Source: Mobify Research and Development
20% NO ONE SCREEN
SIZE HAS MORE THAN
OF THE MARKET SHARE.
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Said 72% of mobile e-businessand marketing executives. Source: Forrester
“Our senior leadership team understands the strategic importance of mobile to our organization.”
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2D I F F E R E N C E S I N
B E H A V I O U R & C O N T E N T
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REPETITIVE NOWUsers are seeking recurring realtime information, such as stock quotes, sports scores and auction listings.
Source: Mobify Research and Development
BORED NOWUsers are seeking distraction, entertainment or connection through a mobile device on services like Facebook, Instagram and Twitter, or in their email.
URGENT NOWUsers 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.
THE 3 MODES OF MOBILE USER EXPERIENCE
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Source: Google
THE 2 MODES OF MULTI-SCREENING
SIMULTANEOUS USAGEUsing more than one device at the same time for either a related or an unrelated activity.
SEQUENTIAL USAGEMoving from one device to another at different times to accomplish a task.
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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 devicesto accomplish a goal, whether that’s on smartphones, PCs, tablets or TVs.Source: Google
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of shoppers research online and visit store to purchase.
51% research online and purchase online, too.
44%
research online, visit store to try, then purchase online.
32% visit store first, then purchase online.
17%
Source: Ipsos Mediact
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MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED IT’S PRESENTED IN A USABLE WAY.
– Brad FrostSource: Brad Frost
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of mobile shoppers abandon a transaction if the experience is not optimized for mobile.Source: MoPowered
30%
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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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Every 100ms increase in load time decreases sales by 1%.Source: Amazon
Loading
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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%
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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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3T H E M O B I L E
E - C O M M E R C E 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%
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users say they won’t recommend a business with a poorly designed mobile site.
57% 41% have turned to a competitor’s site after a bad mobile experience.
Source: Google
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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%
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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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4T A B L E T S A S A N E M E R G I N G C H A N N E L
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Source: eMarketer
By 2014, more than one in three US internet users will have a tablet device.
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Source: Gartner
ALMOST HALF A BILLION TABLETS WILL SHIP IN 2013 AND 2014 ALONE.
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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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of tablet owners make purchases from their devices on a weekly basis.Source: Google
72%
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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
3XPage 41
Tablet visitors are nearly three times more likely to purchase than smartphone visitors.Source: Adobe
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— Mike Clem, Director of E-Commerce, Sweetwater Sound, Inc.
“BECAUSE TABLET USERS TEND TO BE ACTIVE, TECHSAVVY CUSTOMERS, WE SEE IPAD LEADS CONVERT 30% HIGHER THAN DESKTOP BASED TRANSACTIONS.”
Source: Google
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of tablet users expect a website to load in two seconds or less.Source: Compuware
70%
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5E M A I L , S O C I A L M E D I A & S E A R C H
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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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Mobile purchasing decisions are most influenced by emails from companies.Source: Adobe
71%
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36% of emails from retailers are opened exclusively on mobile.Source: Knotice
36%
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of mobile internet access is for social activities, versus just 79% on desktops.Source: Microsoft
91%
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of U.S. social media users now access platforms such as Twitter and Facebookvia their mobile phone.Source: AllTwitter
46%
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SEARCH IS THE #1 MOBILEBROWSER 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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of smartphone users have searches for local info.Source: Google
95%
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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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