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The Growth of Mobile Shopping in 2014-2015

The Growth of Mobile Shopping 2014 - 2015 Mobile commerce continues to rise... Total Mobile Commerce £49.39 bn 50 ($76.79 bn) £37.91 bn £37.35 bn 40 (€44.87 bn) ($58.07 bn)32% rise 30 88.7% £20.09 bn rise (€23.77 bn) 20 £14.95 bn 10 £8.41 bn 78% rise Amount in 2014 Expected amount in 2015 Mcommerce now accounts for 34% sales globally with Asia and the UK leading the Mcommerce path: Mobile Share of Retail Ecommerce Transactions Japan UK South Korea Netherlands Germany US Spain Italy France Russia Brazil 0% 10% 20% 30% 40% 50% I Q1 2015 I Q2 2015 Fashion still tops shopping categories for Mcommerce, but health & beauty and home are growing fast... Mobile share of Ecommerce Transactions by Top Ecommerce Categories Fashion & luxury Travel Mass merchants A Health & beauty Sporting goods GO Home 0% 10% 20% 30% 40% Q1 2015 | Q2 2015 Apps Ш During 2014 shopping app usage grew faster Ш than any other category of apps 23 That's up from Sessions on shopping apps on iOS and Android devices increased by 77% last year 174% year-over-year including 220% on Android alone When prioritised as a key part of the mobile strategy, shopping 47% of mobile transactions apps can account for up to Mobile Browser vs App: Share of Mobile Transactions 53% Retail 47% Mobile Browser Apps Mobile Retail Conversion Rates Retail Mobile apps also 1.7x convert better: Mobile Browser Desktop App App users shop both from home and when out and about, with usage spikes at around 9am, 12-1pm lunch breaks and 8pm Distribution of Time Spent in Shopping Apps (US only) Lunch Dinner Breakfast 7% 6% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 2 10 11 12 1 2 3 4 Home Away Web What's happened so far in 2015... Google In April 2015 Google made an algorithm update to favour mobile optimised websites Google mobile update Although Google's mobile-friendly update hasn't shaken up the search engine results page as much as we expected, has it contributed to Mcommerce growth? O people referred to this as #mobilegeddon "A better mobile Web is in Google's best interest. It wants users on the mobile Web as opposed to moving over to apps. The more time users are in the app environment, the less they will be searching (and clicking on ads)." - Mark Munroe, SEO Radar Results of the MarketLive Q1 2015 Performance IndexTM revealed: Smartphone visits to smartphones and tablets combined now account for Ecommerce sites grew by 41 percent of total traffic 269% in Q1 Smartphone visitor-to-buyer conversion rates rose 136% Orders from shoppers on smartphones were up 104% Ecommerce revenues originating from a smartphone device increased '123% As online merchants implement mobile shopping enhancements, perhaps as a result of the Google mobile update: Smartphone revenue-per-visit Add-to-basket rates and page-views-per-visit increased rose 147% Smartphone-versus-Desktop gap Cart and checkout in average order value (AOV) narrowed abandonment rates improved The Criteo Mobile Commerce Report also found that mobile optimised sites are the secret to Mcommerce success, finding a direct correlation between level of mobile optimisation and conversion rate: Mobile Retail Conversion Rates 4 3.4% 2.9% 1.6% Non-optimised Usable on Optimised mobile Non-optimised vs Optimised Mobile Site Funnel Metrics Non-optimised Optimised Products Products viewed viewed per -- x1.3---- per user 2.9 user 2.3 Basket 8.2% Basket x1.5---- 12.0% Purchase х1.1-- Purchase 8.4% 9.5% Conversion Rate Conversion Rate x2.1 --- 1.6% 3.4% The Mobile Tipping Point We recently reached the 'mobile tipping point', which saw mobile user volumes overtake desktop Number of Global Users (Millions) 2000 Mobile usage continues to rise 1600 1200 - Desktop 800 - Mobile 400 2007 2008 2009 2010 2011 2012 2013 2014 2015 This year, Google also confirmed that mobile search queries overtook desktop queries for the first time It won't be long before Mcommerce Gartner Says By 2017, U.S. Mobile transactions overtake Ecommerce, Commerce Revenue will reach for some retailers it reached a 40% 50% share of total online transactions in Q2 of 2015 of U.S. Digital Commerce Revenue 13ten www.13-ten.com Sources http://www.forbes.com/ http://marketingland.com/ http://www.retailresearch.org/ http://www.marketlive.com/ http://www.statista.com/ http://www.gartner.com/ http://www.criteo.com/ £(mil) £(bn) Conversion Rate Global Average: 34%

The Growth of Mobile Shopping in 2014-2015

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Consumers are using mobile devices to do their shopping on the go more and more… so much that we recently saw the mobile tipping point, whereby mobile useage overtook desktop! Since Ecommerce is ou...

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