Consumers now spend more time interacting with online retailers on smartphones and tablets than they do on desktops and laptops. Despite that milestone being reached last year, marketers have yet to catch up to the growth of this increasingly important medium.
Take the US for example – 55% of all time spent with online retail in June 2013 occurred on a mobile device, finds web and mobile measurement firm comScore. 45% occurred on desktops and laptops. Specifically, smartphones accounted for 44% of retail Internet minutes while tablets accounted for 11%, comScore says.
If you still need buy-in for greater investment in your mobile programs, here are some stats you’ll want to know:
- 93% of people who use mobile research go on to complete a purchase of a product or service. Most of these purchases happen in physical stores. (Source: Google)
- 55% of consumers using mobile to research want to purchase within the hour. (Source: Nielsen & Google)
- 86% of US smartphone users say they use their devices as second-screens while watching TV. (Source: Nielsen)
- The average US consumer spends 34 hours and 17 minutes using browsers/apps on a smartphone per month. (Source: Nielsen)
- eMarketer predicts that by the end of 2014, 1.76 billion people will own and use smartphones monthly, up more than 25% over 2013. (Source: eMarketer)
- Facebook ranks as the top mobile app, reaching 74.1% of the app audience in April 2014. (Source: comScore)
As marketers catch on to mobile, there is still some low-hanging fruit. For example, be sure to provide your customers with a good mobile experience. Don’t send them to a brick-and-mortar store if there’s no inventory for the product they’re searching for. Consider mobile coupons, social interaction other ways to turn your app into your consumers best friend. And always, always provide easy and immediately helpful sitelinks.