Tag Archives: mobile commerce

Mobile Taking Larger Slice of Shopping Pie

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In a new study from Marin Software data shows that mobile devices are now creating more conversions than ever before. According to the study, smartphones and tablets now account for about one-third of conversions on Google (30 percent) and Facebook (35 percent).

Additionally, the data shows mobile devices are pushing more interaction from shoppers in-store, from conducting product research to downloading coupons, mobile devices and mobile applications are an increasingly important part of shopping. Mobile application developers can show you how to integrate these items into your iPhone or Android applications.

Several other interesting bits of data were found in their report, including that mobile ad conversions increased 16 percent quarter to quarter. When it comes to usage on a popular search engine like Google, mobile devices accounted for 31 percent of paid search impressions (Q3 2014) and accounted for 38 percent of the search clicks. On the social side we see mobile devices and mobile applications taking just as important of a role, with one-third of Facebook’s ad conversions taking place via mobile and mobile accounting for 63 percent of their ad clicks.

“While smartphones and tablets are being used more and more by consumers to complete purchases,” states Kimber Johnson, Managing Director, Pacific App Design. “Their real power right now exists prior to the purchase. Smartphones are in an amazing position to be able to drive purchasing as they are so important to the research and discovery process of many shoppers. Savvy businesses are preparing their mobile applications and web sites to fulfill their customers needs and shopping activities.”

In new research from Nelson it showed the most common non-purchasing activity of those surveyed, among smartphone shoppers, was using a store locator (70 percent). Close behind was checking prices at 56 percent and researching items at 54 percent. About 40 percent read reviews, 20 percent used social media to comment on a purchase and 9 percent wrote a review of a purchase.

An interesting item of note from the Nelson research was that when it comes to tablets, each of the activities was performed at least half of the time at home (many of the the  activities were performed over 80 percent of the time), clearly mobile mobile devices aren’t just for those ‘on-the-go’. Clearly tablets are not being being used for showrooming like smartphones are and mobile applications for them should reflect the usage patterns of consumers.

Growth of Mobile Services Benefits Businesses

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Continuing along with mobile’s rapid growth, mobile payments continue to grow at a rapid rate. Adyen’s Mobile Payment Index shows 20% of all payment transactions coming from Adyen’s global network are now generated on mobile devices. This is about a 66% increase over 2013 numbers.

“Customers are no longer talking about ‘taking a chance’ in the mobile market like they were a few short years ago,” says Kimber Johnson, Managing Director of Pacific App Design, “Now mobile applications and mobile commerce are an established channel and the focus is on how to improve the quality of the sales channel.”

Additionally, 70% of global merchants now say they are processing mobile payments. As the services grow so do sales. The sale of Digital goods such books and streaming content saw growth of 6.2% according to Adyen.

RTB.com states they have had a 36,000% revenue increase from 2011-2014. Illustrating the growth potential in the mobile marketplace.

“Services created for the mobile market are experiencing huge growth as they mature with the industry,” continues Mr. Johnson, “We are seeing businesses benefit as those services mature. Additional options and improved payment options are helping businesses improve their mobile presence.”

Keys to Mobile Commerce 2.0

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What do consumers want when shopping from mobile applications?

In a recent study designed to look at mobile shopping, Catalina found that what shoppers want in a mobile commerce experience is quite simple: they want to save time and money without extra hassle. Their survey was based on a nationwide survey of 1,000 smartphone owners who are also the primary grocery shopper within their respective households.

Mobile applications have changed the way we look at retail as we can now shop using just a few touches of our fingers. The next wave of mobile applications that are being designed with a shopper-centric approach will accelerate adoption of mobile shopping by providing content that is relevant to individual shoppers.

“We are seeing shopping experiences grow from the catalog approach that mirrored catalogs into personalized shopping experiences that save consumers time and cater to their interests,” says Kimber Johnson, Managing Director, Pacific App Design. “Relevant content is enhancing user experiences and savvy shoppers are gravitating towards the retailers and brands that are delivering the shopping experience that consumers want.”

Mobile commerce is an area where brands are actively working to deliver better shopping experiences so brands can’t wait to act.  Study data shows that about two-thirds of primary household shoppers have already used their smartphone on a shopping trip. These users are rapidly forming preferences.