Category: ‘Mobile Commerce’

Mobile Shopping Comparison: The Mobile Divide

Posted on April 20, 2016 at 1:30 pm



The digital device a shopper utilizes can markedly affect eCommerce sales and buyer behaviors, especially when making a mobile shopping comparison between smartphones and tablets. Factors such as demographics, geographical location, and holiday seasons can create a divide in sales metrics for smartphone shopping and tablet shopping. Included in our latest whitepaper are device-specific statistics that delineate specific consumer trends for each device.


  • Mobile shopping comparison metrics from around the world, including specific market revenues and projected growth for smartphone shopping and tablet shopping
  • Internationally, the eCommerce site visit duration for tablet shopping is 10.4 minutes in comparison to 8.4 minutes for smartphone shopping – see how and why these figures change from region to region
  • Which device shoppers around the world prefer to make purchases with during the holiday season
  • Frequency of and reason for device usage in the larger European markets and in the U.S., including what marketing tactics drive sales for certain demographics
  • How smartphones are expected to advance in the future both physically and in terms of their technical capabilities, as well as the evolution of tablets into popular hybrid “2-in-1” devices
  • How shopper preferences are driving mobile commerce and what online retail professionals can expect from future preferences


Click Here to Download (PDF)


2015 Europe Mobile Commerce Infographic

Posted on July 10, 2015 at 9:47 am


As mobile commerce continues to grow worldwide, Europe is one continent that continues to see large increases in both smartphone and tablet commerce transactions. However, this growth and the way both smartphones and tablets are used for commerce can vary drastically from country to country within Europe.

Our new 2015 Europe Mobile Commerce infographic looks at how countries in Europe are similar and different regarding mobile sales and the consumer perception of mobile commerce in leading European countries.

Some of the key data evaluated includes…

  • Total smartphone and tablet usage by country
  • Total mobile commerce sales (2014) and projected 2015 sales by country
  • The percentage of consumers from leading European countries currently engaging in mobile commerce (both on smartphone and tablet devices)
  • The percentage of digital retail transaction on smartphones and tablets for leading European countries
  • Smartphone shoppers in Europe who have purchased in app compared to mobile browsers


There are also some interesting facts unique to each country that truly display how different each European country is in their approach to mobile commerce.

Check out the infographic below for all the information!


The Impact of Holiday Mobile Commerce This Season

Posted on December 19, 2014 at 1:39 pm

If one trend emerged from the 2014 holiday season, it’s that more consumers are choosing not to wait in lines on Black Friday but instead shop at home from their smartphones and tablets. Mobile (and tablet) commerce continues to evolve in the online retail world and has become a focal point for many retail strategies during the holiday season and moving into 2015.

But what should online retailers know about the impact of mobile commerce on the holiday season? Here are a few things…

  • Mobile sales account for a large (and growing) portion of sales on key retail holidays – According to IBM, U.S. mobile sales accounted for 22% of all 2014 Cyber Monday sales and 41% of all site traffic. In general, consumers had more site sessions via smartphone devices but converted at a higher rate on tablet devices (mobile 2.2%, tablet 5.7%). Tablets also had an average order value of $121, over $20 more than smartphones.


  • Mobile devices are used to check prices (especially with older shoppers) – While mobile sales continue to increase, these sales are primarily skewed towards younger shoppers who are more comfortable purchasing on mobile devices. Especially for shoppers over the age of 40, mobile devices are used to check prices but rarely used to buy online (only 6% of all mobile purchases are made by consumers in this age range).


  • Black Friday is even more popular than Cyber Monday for mobile U.K. users – Mobile sales grew 36% year-over-year on Black Friday in the U.K. and was led by a surge in mobile traffic with over 60% of all site sessions originating from mobile devices. 47% of all 2014 Black Friday sales also occurred on mobile devices, 4% more than the Cyber Monday percentage.


  • In-store mobile payments are also becoming more common – Some consumers have become more comfortable with online shopping on their mobile devices because they occasionally use these devices for in-store purchases. According to Accenture, only 58% of U.S. internet users have never made an in-store mobile payment, down significantly from 83% in 2012.


  • Mobile advertising continues to be a minor factor during the holiday season – Despite the strong number of mobile sessions during the holiday season, very few retailers opted to increase their paid search spend on these devices (especially smartphone only ads). Only 9% of all holiday advertising spends between November 27 and December 1 were used on smartphone paid ads.


  • E-mail marketing continues to be key for driving mobile holiday sales – With more consumers relying on their mobile devices as their primarily method for e-mail communication, it has become key for retailers to get the right messages into their inbox. On Black Friday, e-mail marketing impacted approximately 27% of all online retail sales, with many sales happening on mobile devices or through a cross-device purchasing path.

In conclusion, the emergence of holiday mobile commerce was one of the most impactful trends during the 2014 season. As we look into 2015, mobile devices will likely continue to increase not only in sessions on online retail sites but also in conversion rates as a larger percentage of consumers continue to become more comfortable completing transactions with their mobile devices.