Professional Documents
Culture Documents
How the mobile web changes the way we buy and sell
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
M O B I L E
1
W E B
Page 3
T R E N D S
8X
Source: Nielsen Page 4
Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s.
1.2 BILLION
There are over 1.2 billion people accessing the web from their mobile devices.
Source: Trinity Digital Marketing
Page 5
58%
of all US consumers already own a smartphone.
Source: comScore Page 6
Mobile
Others
15%
85%
Global mobile traffic now accounts for 15% of all internet traffic.
Source: Internet Trends 2013
Page 7
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.
D I F F E R E N C E S B E H A V I O U R &
2
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 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.
BORED NOW
Users are seeking distraction, entertainment or connection through a mobile device on services like Facebook, Instagram and Twitter, or in their email.
Page 11
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
Page 13
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
90% of people move between devices to accomplish a goal, whether thats on smartphones, PCs, tablets or TVs.
Source: Google
Page 15
51% 17%
44%
research online and purchase online, too.
32%
MOBILE USERS WILL DO ANYTHING AND EVERYTHING DESKTOP USERS WILL DO, PROVIDED ITS PRESENTED IN A USABLE WAY.
Brad Frost
Source: Brad Frost
Page 17
30%
Source: MoPowered
of mobile shoppers abandon a transaction if the experience is not optimized for mobile.
Page 18
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
Loading
Every 100ms increase in load time decreases sales by 1%.
Source: Amazon
Page 20
of mobile customers will abandon your site if they have to wait 3 seconds for a page to load.
Source: Strangeloop Networks
57%
Page 21
Consumers expect transactions to be easier on mobile than they are offline (51%) or on a desktop computer (50%).
Source: IBM
Page 22
E - C O M M E R C E
3
T H E M O B I L E
Page 23
O P P O R T U N I T Y
63% of people expect to be doing more shopping on their mobile devices over the next couple of years.
Source: Latitude
Page 24
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: Deloitte
Page 26
/
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
of people have a better opinion of brands when they offer a good mobile experience.
Source: Latitude
61%
Page 28
57%
Source: Google
users say they wont recommend a business with a poorly designed mobile site.
41%
Page 29
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
of the retailers state that the objective of mobile for their company is to drive revenue to their website.
Source: Deloitte
81%
Page 31
Not having a mobile optimized website is like closing your store one day each week.
Source: Google
Page 32
Page 33
T A B L E T S
A S
4
A N
Page 34
E M E R G I N G
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
Page 37
72%
of tablet owners make purchases from their devices on a weekly basis.
Source: Google Page 38
Page 39
Page 40
Tablet visitors are nearly three times more likely to purchase than smartphone visitors.
Source: Adobe
3X
Page 41
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
70%
of tablet users expect a website to load in two seconds or less.
Source: Compuware Page 43
E M A I L ,
S O C I A L
5
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%
Page 46
71%
Mobile purchasing decisions are most influenced by emails from companies.
Source: Adobe Page 47
36%
Page 48
of mobile internet access is for social activities, versus just 79% on desktops.
Source: Microsoft
91%
Page 49
46%
of U.S. social media users now access platforms such as Twitter and Facebook via their mobile phone.
Source: AllTwitter
Page 50
Page 51
Page 52
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
Page 54
95%
Source: Google
Page 55
Page 56
Google+