83% of global shoppers who use mobile devices plan to make a mobile purchase in the coming year, says an InMobi report. 61% of mobile web users are as comfortable with mobile advertising as they are with TV or online advertising, the report says.
Of those respondents who say they took action in response to mobile advertising, survey results showed that:
78% have downloaded mobile apps
68% have visited the web site of an advertiser
56% have visited a store for more information
44% have located an advertiser on a map
43% have called an advertiser by clicking on the phone number in the ad.
Mobile devices top the list of media with the greatest impact on purchasing decisions at 48% of survey respondents. 44% say television was their biggest purchasing influence and 41% said it’s the Internet (via non-mobile means). Read the full article here.
U.S. adults now spend more time on the Internet on smartphones than on PCs, research giant Nielsen finds. 87% of smartphone and/or tablet owners use their devices to shop. Tablets are gaining in importance in m-commerce.
Key m-commerce activities based on the percent of U.S. adults who engage in that activity on a tablet, and the percent of U.S. adults who engage in that activity on a smartphone:
Purchasing digital goods, 45%, 39%.
Purchasing physical merchandise, 40%, 32%.
Purchasing a service, 27%, 21%.
Writing a review of a purchase, 23%, 14%.
Researching a product for purchase, 65%, 59%.
Reading product review, 55%, 47%.
Shop on device while watching TV, 44%, 24%.
Using store locator, 39%, 76%.
Comparing prices, 51%, 66%.
Using mobile coupon, 10%, 49%.
Using lists while shopping, 14%, 49%.
Commenting on purchase on social media, 21%, 26%.
Nielsen’s Internet figures are based on a panel of 200,000 U.S. Internet users of all ages, measured in September 2013. Nielsen’s m-commerce figures are based on a September 2013 survey of 3,032 mobile device users who performed a shopping activity within the last 30 days. And Nielsen’s social figures are based on a November 2013 survey of 2,020 online adults who use social media. See full article here.
Mobile sales (m-commerce) continue to grow reaching $4.7 billing in Q2 2013. comScore released Q2 data and Internet Retailer reported recently. For comparison, e-commerce sales from desktops and laptop devices were up 15.3% year over year.
One obvious factor for increased mobile sales is the number of mobile users in increasing. But another, very important factor is technology. The ability and ease of making mobile purchasing is increasing. Sites are optimized and apps facilitate the mobile buying experience which encourages sales.
So what are m-commerce customers buying? According to the comScore study mostly apparel and accessories.
“How people shop for items is very category-dependent,” Andrew Lipsman, vice president, industry analysis, at comScore says. “Apparel and home furnishings are highly visual, not commodity products. So the limited screen size of the smartphone is not conducive to that category, but the tablet is—it’s almost like a new form of window shopping, it’s so visual.”
Q2 is typcially the antithesis of Q4. As usual expectations for increased sales, both desktop and mobile sales, is anticipated in Q4. Mobile sales are currently 9% of online commerce while 2012 Q4 m-commerce was 11%. Can we expect to see that number even higher? It’s possible. Companies and consumers are more likely to try new approaches to commerce during the holiday season. For many that may mean turning to mobile for purchases.
Tablets are changing the relationship between consumers and businesses. As the holidays showed a huge increase in Tablet sales and in turn gifting, retailers are taking an aggressive approach to re-designing their sites to be user-friendly on portable devices like iPad’s, tablets, and smartphone browsers.
This year, “63.3% of e-retailers surveyed by Internet Retailer are considering redesigning their web sites so they render better on the iPad and other tablets.” High level executives are taking the time to research the use of their site on tablets only to find that the user experience is very unappealing. This is significant in that it tablet ready site re-designs have to become a part of the IT program and Marketing initiatives for retailers throughout the rest of the year. Once accomplished, this could have a great impact on continuing development and refinement of the eCommerce experience compared to brick and mortar locations.