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 .....................................................
1

M O B I L E

W E B

Page 3

T R E N D S
8X

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

Pag...
1.2 BILLION
There are over 1.2 billion people accessing
the web from their mobile devices.
Source: Trinity Digital Marketi...
58%
of all US consumers already
own a smartphone.
Source: comScore

Page 6
Mobile

Others

85%

15%

Global mobile traffic now accounts
for 15% of all internet traffic.
Source: Internet Trends 2013...
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-bus...
2

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

&

Page 10

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 informa...
THE 2 MODES OF MULTI-SCREENING
Source: Google

SEQUENTIAL USAGE
Moving from one device to another at
different times to ac...
SPONTANEITY PLAYS A
MAJOR ROLE IN SHOPPING.
(81% of smartphone purchases)
Source: Google

Page 13
88% of people agree that having a mobile
device with realtime information makes them
more spontaneous with shopping and, i...
90% of people move between devices
to accomplish a goal, whether that’s on
smartphones, PCs, tablets or TVs.
Source: Googl...
51%

of shoppers
research online
and visit store
to purchase.

44%
research online
and purchase
online, too.

32%

17%

vi...
MOBILE USERS WILL DO ANYTHING
AND EVERYTHING DESKTOP USERS
WILL DO, PROVIDED IT’S PRESENTED
IN A USABLE WAY.
– Brad Frost
...
30%

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

Page 18
71% of global mobile web users
expect websites to load as quickly,
almost as quickly, or faster on their
mobile phone comp...
Loading
Every 100ms increase in load
time decreases sales by 1%.
Source: Amazon

Page 20
57%

of mobile customers will
abandon your site if they
have to wait 3 seconds
for a page to load.
Source: Strangeloop Net...
Consumers expect
transactions to be easier
on mobile than they are
offline (51%) or on a
desktop computer (50%).
Source: I...
3
T 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

Page 23
63% of people expect to be
doing more shopping on their
mobile devices over the next
couple of years.
Source: Latitude

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

Page 25
60% of mobile shoppers use
their smartphones while in a
store, and another 50% while
on their way to a store.
Source: Delo...
/
Almost 1/4 of all online shopping on Black Friday
in 2012 was done on mobile and tablet devices.
Source: Internet Trends...
61%

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

Page 28
57%

users say they
won’t recommend
a business with a
poorly designed
mobile site.
Source: Google

Page 29

41%

have turn...
“In the last twelve months customers around
the world ordered more than $1 billion worth of
products from Amazon using a m...
81%

of the retailers state that the
objective of mobile for their
company is to drive revenue
to their website.
Source: D...
Not having a mobile optimized website is like
closing your store one day each week.
Source: Google

Page 32
PayPal mobile handled almost $14
billion in payment volume in 2012.
Source: eBay

Page 33
T A B L E T S

4

A S

A N

E M E R G I N G

Page 34

C H A N N E L
By 2014, more than one
in three US internet users
will have a tablet device.
Source: eMarketer

Page 35
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...
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

Page 39
TABLET USERS
SPEND 50% MORE
THAN PC USERS.
Source: Adobe

Page 40
3X

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

Page 41
“BECAUSE TABLET USERS TEND TO BE
ACTIVE, TECHSAVVY CUSTOMERS, WE
SEE IPAD LEADS CONVERT 30% HIGHER
THAN DESKTOP BASED TRAN...
70%
of tablet users expect a
website to load in two
seconds or less.
Source: Compuware

Page 43
E M A I L ,

5

S O C I A L

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

Page 45
45%

of holiday season
emails are being
opened on mobile.
Source: Experian

Page 46
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

Page 48
91%

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

Page 49
46%

of U.S. social media users
now access platforms such
as Twitter and Facebook
via their mobile phone.
Source: AllTwitt...
SEARCH IS THE #1 MOBILE
BROWSER ACTIVITY.
Source: comScore

Page 51
Mobile-based searches
make up one quarter
of all searches.
Source: The Search Agency

Page 52
77% OF MOBILE
SEARCHES OCCURS
AT HOME OR WORK.
Source: Nielsen

Page 53
70% of PC search tasks are
completed in one week while
70% of mobile search tasks are
done in one hour.
Source: Microsoft
...
95%

of smartphone
users have searches
for local info.
Source: Google

Page 55
ONE IN THREE
MOBILE SEARCHES
HAVE LOCAL INTENT
(Versus 1 in 5 on desktop)
Source: Small Business Trends

Page 56
THANKS FOR READING!
If you have any comments, questions, or would just like to learn more about how
to launch a mobile-opt...
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50 Must-Know Mobile Commerce Facts and Statistics

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50 Must-Know Mobile Commerce Facts and Statistics

  1. 1. 50 Must-Know Mobile Commerce Facts & Statistics How the mobile web changes the way we buy and sell
  2. 2. Share this eBook 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 Page 2
  3. 3. 1 M O B I L E W E B Page 3 T R E N D S
  4. 4. 8X Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s. Source: Nielsen Page 4
  5. 5. 1.2 BILLION There are over 1.2 billion people accessing the web from their mobile devices. Source: Trinity Digital Marketing Page 5
  6. 6. 58% of all US consumers already own a smartphone. Source: comScore Page 6
  7. 7. Mobile Others 85% 15% Global mobile traffic now accounts for 15% of all internet traffic. Source: Internet Trends 2013 Page 7
  8. 8. NO ONE SCREEN SIZE HAS MORE THAN 20% OF THE MARKET SHARE. Source: Mobify Research and Development Page 8
  9. 9. “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
  10. 10. 2 D I F F E R E N C E S B E H A V I O U R & Page 10 I N C O N T E N T
  11. 11. 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. Page 11 BORED NOW Users are seeking distraction, entertainment or connection through a mobile device on services like Facebook, Instagram and Twitter, or in their email.
  12. 12. 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. Page 12
  13. 13. SPONTANEITY PLAYS A MAJOR ROLE IN SHOPPING. (81% of smartphone purchases) Source: Google Page 13
  14. 14. 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 Page 14
  15. 15. 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TVs. Source: Google Page 15
  16. 16. 51% of shoppers research online and visit store to purchase. 44% research online and purchase online, too. 32% 17% visit store first, then purchase online. research online, visit store to try, then purchase online. Source: Ipsos Mediact Page 16
  17. 17. MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED IT’S PRESENTED IN A USABLE WAY. – Brad Frost Source: Brad Frost Page 17
  18. 18. 30% of mobile shoppers abandon a transaction if the experience is not optimized for mobile. Source: MoPowered Page 18
  19. 19. 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 Page 19
  20. 20. Loading Every 100ms increase in load time decreases sales by 1%. Source: Amazon Page 20
  21. 21. 57% of mobile customers will abandon your site if they have to wait 3 seconds for a page to load. Source: Strangeloop Networks Page 21
  22. 22. Consumers expect transactions to be easier on mobile than they are offline (51%) or on a desktop computer (50%). Source: IBM Page 22
  23. 23. 3 T 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 Page 23
  24. 24. 63% of people expect to be doing more shopping on their mobile devices over the next couple of years. Source: Latitude Page 24
  25. 25. Roughly 58% of consumers who own a smartphone have used it for store-related shopping. Source: Deloitte Page 25
  26. 26. 60% of mobile shoppers use their smartphones while in a store, and another 50% while on their way to a store. Source: Deloitte Page 26
  27. 27. / Almost 1/4 of all online shopping on Black Friday in 2012 was done on mobile and tablet devices. Source: Internet Trends 2013 Page 27
  28. 28. 61% of people have a better opinion of brands when they offer a good mobile experience. Source: Latitude Page 28
  29. 29. 57% users say they won’t recommend a business with a poorly designed mobile site. Source: Google Page 29 41% have turned to a competitor’s site after a bad mobile experience.
  30. 30. “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 Page 30
  31. 31. 81% of the retailers state that the objective of mobile for their company is to drive revenue to their website. Source: Deloitte Page 31
  32. 32. Not having a mobile optimized website is like closing your store one day each week. Source: Google Page 32
  33. 33. PayPal mobile handled almost $14 billion in payment volume in 2012. Source: eBay Page 33
  34. 34. T A B L E T S 4 A S A N E M E R G I N G Page 34 C H A N N E L
  35. 35. By 2014, more than one in three US internet users will have a tablet device. Source: eMarketer Page 35
  36. 36. ALMOST HALF A BILLION TABLETS WILL SHIP IN 2013 AND 2014 ALONE. Source: Gartner Page 36
  37. 37. 52% of tablet users now say that they prefer to shop using their tablet rather than their PC. Source: Alexaner Interactive Page 37
  38. 38. 72% of tablet owners make purchases from their devices on a weekly basis. Source: Google Page 38
  39. 39. An average tablet owner makes around $63,000 a year. Source: Internet Retailer Page 39
  40. 40. TABLET USERS SPEND 50% MORE THAN PC USERS. Source: Adobe Page 40
  41. 41. 3X Tablet visitors are nearly three times more likely to purchase than smartphone visitors. Source: Adobe Page 41
  42. 42. “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 Page 42
  43. 43. 70% of tablet users expect a website to load in two seconds or less. Source: Compuware Page 43
  44. 44. E M A I L , 5 S O C I A L M E D I A Page 44 & S E A R C H
  45. 45. Mobile phones represent 25.85% of all email opens and 10.16% on tablet. Source: Knotice Page 45
  46. 46. 45% of holiday season emails are being opened on mobile. Source: Experian Page 46
  47. 47. 71% Mobile purchasing decisions are most influenced by emails from companies. Source: Adobe Page 47
  48. 48. 36% 36% of emails from retailers are opened exclusively on mobile. Source: Knotice Page 48
  49. 49. 91% of mobile internet access is for social activities, versus just 79% on desktops. Source: Microsoft Page 49
  50. 50. 46% of U.S. social media users now access platforms such as Twitter and Facebook via their mobile phone. Source: AllTwitter Page 50
  51. 51. SEARCH IS THE #1 MOBILE BROWSER ACTIVITY. Source: comScore Page 51
  52. 52. Mobile-based searches make up one quarter of all searches. Source: The Search Agency Page 52
  53. 53. 77% OF MOBILE SEARCHES OCCURS AT HOME OR WORK. Source: Nielsen Page 53
  54. 54. 70% of PC search tasks are completed in one week while 70% of mobile search tasks are done in one hour. Source: Microsoft Page 54
  55. 55. 95% of smartphone users have searches for local info. Source: Google Page 55
  56. 56. ONE IN THREE MOBILE SEARCHES HAVE LOCAL INTENT (Versus 1 in 5 on desktop) Source: Small Business Trends Page 56
  57. 57. 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. SHARE THIS EBOOK LinkedIn Facebook Google+ Twitter
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