This document summarizes key mobile commerce trends from a report on how mobile is changing buying and selling behaviors. It finds that mobile web and app usage is growing rapidly, with over 1.2 billion people accessing the web via mobile devices. Users are more spontaneous shoppers on mobile and expect fast load times and seamless experiences across devices. The rise of tablets also presents major opportunities for retailers, with tablet owners spending more and being more likely to complete purchases. Email, social media, and search are increasingly mobile activities that influence purchasing decisions.

1. 50 Must-Know Mobile Commerce Facts & Statistics
How the mobile web changes the way we buy and sell

2. Page 2
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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3. Page 3
1M O B I L E W E B T R E N D S

4. Page 4
8XMobile web adoption is growing
8 times faster than web adoption
did in the 1990s and early 2000s.
Source: Nielsen

5. Page 5
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%

7. Page 7
Global mobile traffic now accounts
for 15% of all internet traffic.
Source: Internet Trends 2013
15% 85%
Mobile Others

8. Page 8
Source: Mobify Research and Development
20%
NO ONE SCREEN
SIZE HAS MORE THAN
OF THE MARKET
SHARE.

9. Page 9
Said 72% of mobile e-business
and 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

11. Page 11
REPETITIVE NOW
Users are seeking recurring realtime
information, such as stock quotes,
sports scores and auction listings.
Source: Mobify Research and Development
BORED NOW
Users are seeking distraction,
entertainment or connection through a
mobile device on services like Facebook,
Instagram and Twitter, or in their email.
URGENT NOW
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.
THE 3 MODES OF MOBILE
USER EXPERIENCE

12. Page 12
Source: Google
THE 2 MODES OF MULTI-SCREENING
SIMULTANEOUS USAGE
Using more than one device at the same
time for either a related or an unrelated
activity.
SEQUENTIAL USAGE
Moving 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

14. Page 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

15. Page 15
90% of people move between devices
to 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 Frost
Source: 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

20. Page 20
Every 100ms increase in load
time decreases sales by 1%.
Source: Amazon
Loading

21. Page 21
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

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. Roughly 58% of consumers
who own a smartphone have
used it for store-related
shopping.
Source: Deloitte
Page 25

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. 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

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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

41. 3X
Page 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

45. Page 45
Mobile phones represent
25.85% of all email opens
and 10.16% on tablet.
Source: Knotice

46. Page 46
of holiday season
emails are being
opened on mobile.
Source: Experian
45%

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

48. Page 48
36% of emails from
retailers are opened
exclusively on mobile.
Source: Knotice
36%

49. Page 49
of mobile internet
access is for social
activities, versus just
79% on desktops.
Source: Microsoft
91%

50. Page 50
of U.S. social media users
now access platforms such
as Twitter and Facebook
via their mobile phone.
Source: AllTwitter
46%

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SEARCH IS THE #1 MOBILE
BROWSER ACTIVITY.
Source: comScore

52. Page 52
Mobile-based searches
make up one quarter
of all searches.
Source: The Search Agency

53. Page 53
77% OF MOBILE
SEARCHES OCCURS
AT HOME OR WORK.
Source: Nielsen

54. Page 54
70% of PC search tasks are
completed in one week while
70% of mobile search tasks are
done in one hour.
Source: Microsoft

55. Page 55
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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