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How different are mobile customers?

Mobile customers +18% "TT" are different WEEKEND +59% 24 BUYING ORDER FREQUENCY +32% We all have our own way of online retailers are exploring MOBILE CUSTOMERS BUY shopping, especially online. And how it fits into their business. -12% 59% MORE OFTEN THAN EXPECTED when it comes to buying behavior on phones or tablets, one thing is clear – people are acting much How much are mobile customers DESKTOP SHOPPERS PROFIT ORDER really worth? How will their SIZE behavior change? What's the best PREDICTED 2 YEAR game plan? Here are some compelling overall differently than those shopping on LIFETIME non-mobile devices. VALUE "M-commerce" sales are projected trends observed from a combined to reach $31 billion by 2015 and 8.2 million customers. There's no easy way MOBILE CUSTOMERS COMPARED TO NON-MOBILE to categorize mobile customers – they behave differently for every retailer. RETAILER A RETAILER B RETAILER C .ו... And "TT" re's no guarantee they'll be more profitable. Here are a few specific examples EXPECTED ORDER AVG. EXPECTED ORDER AVG. EXPECTED ORDER AVG. PROFIT FREQUENCY ORDER PROFIT FREQUENCY ORDER PROFIT FREQUENCY ORDER of how mobile (tablet/mobile phone) customers compare to non-mobile customers across (CLV) SIZE (CLV) SIZE (CLV) SIZE POTENTIAL INSIGHT POTENTIAL INSIGHT POTENTIAL INSIGHT three online retailers in What if this company Maybe the mobile app user-experience needs to be re-thought? Frequency is way up but the order sizes are smaller. different industries. bought each customer a mobile device? Maybe bundling products could make a difference? MORE UNIQUE STORIES RETAILER A RETAILER A 100 +57% Weekend Time of 13% revenue from mobile customers The proportion day sales of mobile sales -50 WORK HRS. increases by 57% on Mobile sales pick up 22% NON-MOBILE weekends. outside of LEISURE HRS. the workday. MOBILE (ANDROID, ¡PHONE) RETAILER B Though vastly outnumbered, the average Android customer is more profitable than the average iPhone customer. PROFITABILITY Customer Lifetime COMPARED TOTAL CUSTOMERS TO NON-MOBILE Value of shoppers on different devices NON-MOBILE MOBILE (ANDROID, ¡PHONE) 92K 4K RETAILER C SOURCES AND METHODS Customer Lifetime Expected profits are the expected two- year values using Custora's predictive algorithms. / Order frequency is the projected number of orders a customer makes within the first two years of a relationship with a firm. / Mobile customers are defined as customers since the retailer introduced their mobile app. Workday is defined as 9-5 on M-F, and all other times are non-workday. / Regional differences are defined as looking at the projected custora Value of mobile EVERY CUSTOMER shoppers in different regions HAS A STORY. two-year value for mobile and non- mobile customers across one retailer MAKE THE MOST OF IT. who primarily purchase using a company's iOS or Android app. / Time of day graph was generated from the daily proportion of sales in the three regions with the most mobile customers. M-commerce sales projection from Business News Daily. U.S. U.K. AUS. % OF SALES -22% %27

How different are mobile customers?

shared by custora on Jun 26
It’s no secret that mobile commerce is exploding. Looking beyond aggregate metrics, we’ve been surprised to see just how much “the mobile shopper” varies across clients and verticals. We put...




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