This document is a mobile statpack from eMarketer that provides statistics and forecasts about mobile device usage, mobile commerce, and mobile marketing in the United States. It contains information on topics such as the reach of mobile devices, the growth of mobile shoppers and buyers, the influence of mobile on commerce, and metrics related to mobile commerce performance. The statpack is broken into three sections on mobile device reach, mobile shoppers and buyers, and mobile commerce influence and performance, and provides charts, statistics, and forecasts on each topic.

1. © 2017 eMarketer Inc. 1
eMarketer US
Mobile StatPack
Presented by
January 2017

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TREAT EVERY
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A P P B OY. C O M / M O B I L E - S TAT SY O U R M A R K E T I N G, B E T T E R.
Personalizing push
and email boosts
purchases and other
conversions by at least
27%
*
SOURCE:APPBOYPROPRIETARYDATA

3. © 2017 eMarketer Inc. 3
Overview
 US mobile device reach
 Mobile shoppers and buyers
 Mcommerce influence
The eMarketer US Mobile StatPack contains charts, key stats, trends
and forecasts that you can keep at your fingertips all year long.
The StatPack is broken out into three sections:

4. © 2017 eMarketer Inc.
US Mobile Device Reach

5. © 2017 eMarketer Inc.
Mobile Devices Are Nearly Ubiquitous
81.4%
More than 80% of the US
population has a mobile phone,
according to eMarketer data.
That includes individuals of any
age, including those ages 0-11.

6. © 2017 eMarketer Inc.
By some measures, mobile is more common
than TV
According to GfK MRI
data, among those 18
and older, 95.1% have
mobile phones,
compared to 89.1% who
had watched TV at least
once in the past week.

7. © 2017 eMarketer Inc.
Mobile has surpassed desktop in access to
the internet
According to the GfK MRI
data, more people go
online via mobile phone
than via desktop/laptop.

8. © 2017 eMarketer Inc.
Mobile internet use is most common among
the young and the higher earners
Penetration stood at
49.2% for the least-
affluent homes,
compared with 88.1% of
those at the top end of
the income scale.
Mobile internet usage
also declined with
increasing age, GfK MRI
found.

9. © 2017 eMarketer Inc.
Mobile Shoppers and Buyers

10. © 2017 eMarketer Inc.
Mobile shoppers will be virtually
synonymous with digital shoppers by 2020
88.5%
98.4%
70%
2016 2017 2018 2019 2020
US Mobile Shoppers as a Percent of
Digital Shoppers, 2016-2020
Definition: ages 14+; mobile
shoppers are internet users who
have browsed, researched or
compared products digitally via any
device during the calendar year but
have not necessarily bought digitally

11. © 2017 eMarketer Inc.
Mobile shoppers are increasingly willing to
buy on their devices
121.8
136.3
147.3
155.5
162.8
168.7
2015 2016 2017 2018 2019 2020
US Mobile Buyers, 2015-2020 (millions)
77.2%
85.8%
2016 2017 2018 2019 2020
US Mobile Buyers as a Percent of
Digital Buyers, 2016-2020
Definition: ages 14+; mobile
buyers are mobile device
users who have used their
mobile device to make at
least one purchase via web
browser or mobile app
during the calendar year

12. © 2017 eMarketer Inc.
A big driver of ecommerce growth is mobile
commerce
29.1%
48.5%
2016 2017 2018 2019 2020
US Mobile as a Percent of Retail Ecommerce Sales, 2016-2020

13. © 2017 eMarketer Inc.
Retail mcommerce sales will nearly triple in
four years due to sales via smartphones

14. © 2017 eMarketer Inc.
Mobile commerce is shifting away from
tablets and toward smartphones
By Q2 2016,
70% of all
mcommerce
on the Criteo
platform was
being done via
smartphones

15. © 2017 eMarketer Inc.
Finance leads among industries for its
mcommerce share of ecommerce sales

16. © 2017 eMarketer Inc.
Within retail, video games, consoles and
accessories lead as mobile purchases
94%
89%
89%
76%
72%
54%
49%
41%
6%
11%
11%
24%
28%
46%
51%
59%
0% 100%
Desktop Mobile
Computers/peripherals/PDAs
Consumer electronics
US Ecommerce Sales, by Device, Q3 2016
Home garden
Apparel accessories
CPG
Jewelry watches
Toys hobbies
Video games/consoles/
accessories
Source: comScore, eCommerce and Mcommerce Measurement, Nov 2016

17. © 2017 eMarketer Inc.
Mcommerce Performance

18. © 2017 eMarketer Inc.
Mobile now influences more than a third of
total retail sales in the US
*A retail sale is “influenced” by mobile if the consumer
discovers, searches for, researches or price compares
the product during the purchase path
Source: Deloitte, Sep 2016
37%
of US retail sales in 2016
were influenced* by
mobile, which translated to
$1.4 trillion in sales

19. © 2017 eMarketer Inc.
The majority of online shopping traffic is
mobile, with most coming from smartphones
61.4%
47.7%
24.1%
40.3%
14.5% 12.0%
Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016
Desktop/laptop
Smartphone
Tablet
US Ecommerce Traffic Share, Q3 2015-Q3 2016
Source: Monetate, Nov 2016

20. © 2017 eMarketer Inc.
In late 2015, mobile was the majority source
of traffic for the first time

21. © 2017 eMarketer Inc.
Factors that affect a smartphone's
conversion rate:
 Device type
 Screen size
 Operating system
 Load time

22. © 2017 eMarketer Inc.
Load time is a crucial factor in mobile
conversions
Source: SOASTA, Sep 2015
1.9%
0.6%
0.0%
1.0%
2.0%
3.0%
2.4 3.3 3.6 4.2 4.8 5.7 6.6
Mobile Conversion Rates, by Load Time Speed (in seconds)

23. © 2017 eMarketer Inc.
Any page elements that slow load time
reduce conversions
19
31
Converted Unconverted
Average Number of Images for Mobile Sites,
Converted vs. Unconverted (images per page)
Source: Google/SOASTA via Think with Google, July 2016

24. © 2017 eMarketer Inc.
The majority of retail mcommerce orders
comes via iOS users

25. © 2017 eMarketer Inc.
Apps outperform mobile web
App conversion
rates are
3X
higher than
mobile web
conversion rates
Mobile Web
47.0%
54.0%
40%
Q2 2015 Q2 2016
$91
$127
$98
$95
75
150
Q2 2015 Q2 2016
Mobile web
Apps
Source: Criteo, H1 2016
App Share of Global Retail Mobile
Transactions
Average Order Value, by Channel

26. © 2017 eMarketer Inc.
Half of US internet users on mobile visit
Amazon to research products

27. MONETIZING MOBILE SHOPPERS:
WHAT BRANDS NEED TO KNOW
71%
RECOMMENDATIONS HAVE THEIR PLACES, BUT SHOPPERS
REALLY WANT A DEAL
I like in-app/in-browser messages that contain...
While a product reco can nudge some users to buy, once they’re in
your app, people would rather see a deal or promotion.
ABANDONED CARTS ARE NORMAL—
AND DON’T MEAN SHOPPERS HAVE
LOST INTEREST
When shopping online, I put items
in my cart that I intend to purchase,
but I don’t check out immediately.
SOMETIMES / 32%
ALWAYS / 21%
RARELY / 11%
NEVER / 4%
OFTEN / 32%
PEOPLE LIKE CUSTOMIZED
MESSAGES, BUT NOT
ALL PERSONALIZATION IS
CREATED EQUAL
Online shoppers would rather have
outreach customized based on their
local weather instead of their name.
CUSTOMIZED BY WEATHER
CUSTOMIZED BY NAME
IF YOU WANT TO ENGAGE SHOPPERS, DON’T
BURY THEM IN MESSAGES
If you never accept push, why not?
TOO MANY MESSAGES
MESSAGES AREN’T RELEVANT
OTHER
MESSAGE RECEIVED AT INCONVENIENT TIMES
PREFER SUGGESTIONS
PREFER PROMOS69%
27%
GET YOUR RESULTS
S E E H O W Y O U R M A R K E T I N G E F F O R T S S TA C K U P W I T H A P P B O Y ’ S D I G I T S M O B I L E M A R K E T I N G B E N C H M A R K S
W E B T O O L . C H O O S E “ R E TA I L + E C O M M E R C E ” F R O M T H E I N D U S T R Y TA B T O G E T S TA R T E D .
56%
Be careful with push—using this channel
to send too many messages is the #1
reason shoppers disable it.
SOURCE:APPBOYCONSUMERSTUDYVIAPOLLFISH.COM
85%

28. © 2017 eMarketer Inc. 28
Methodology
Estimates are based on the analysis of survey and traffic data from research firms and
regulatory agencies; historical trends; internet and mobile adoption trends; and country-
specific demographic and socioeconomic factors. eMarketer’s forecasts and estimates are
based on an analysis of quantitative and qualitative data from research firms, government
agencies, media firms and public companies, plus interviews with top executives at
publishers, ad buyers and agencies.
Data is weighted based on methodology and soundness. Each eMarketer forecast fits within
the larger matrix of all its forecasts, with the same assumptions and general framework used
to project figures in a wide variety of areas. Regular reevaluation of available data means the
forecasts reflect the latest business developments, technology trends and economic changes.