Here's how the mobile web changes the way we buy and sell. Need a mobile site? Visit http://www.mobify.com/solutions/e-commerce/

1. 50 Must-Know Mobile Commerce Facts & Statistics
How the mobile web changes the way we buy and sell

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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

3. 1
M O B I L E
W E B
Page 3
T R E N D S

4. 8X
Mobile web adoption is growing
8 times faster than web adoption
did in the 1990s and early 2000s.
Source: Nielsen
Page 4

5. 1.2 BILLION
There are over 1.2 billion people accessing
the web from their mobile devices.
Source: Trinity Digital Marketing
Page 5

6. 58%
of all US consumers already
own a smartphone.
Source: comScore
Page 6

7. Mobile
Others
85%
15%
Global mobile traffic now accounts
for 15% of all internet traffic.
Source: Internet Trends 2013
Page 7

8. NO ONE SCREEN
SIZE HAS MORE THAN
20%
OF THE MARKET
SHARE.
Source: Mobify Research and Development
Page 8

9. “Our senior leadership team
understands the strategic
importance of mobile to our
organization.”
Said 72% of mobile e-business
and marketing executives.
Source: Forrester
Page 9

10. 2
D I F F E R E N C E S
B E H A V I O U R
&
Page 10
I N
C O N T E N T

11. 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.
Page 11
BORED NOW
Users are seeking distraction,
entertainment or connection through a
mobile device on services like Facebook,
Instagram and Twitter, or in their email.

12. THE 2 MODES OF MULTI-SCREENING
Source: Google
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

13. SPONTANEITY PLAYS A
MAJOR ROLE IN SHOPPING.
(81% of smartphone purchases)
Source: Google
Page 13

14. 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

15. 90% of people move between devices
to accomplish a goal, whether that’s on
smartphones, PCs, tablets or TVs.
Source: Google
Page 15

16. 51%
of shoppers
research online
and visit store
to purchase.
44%
research online
and purchase
online, too.
32%
17%
visit store first,
then purchase
online.
research online,
visit store to try,
then purchase
online.
Source: Ipsos Mediact
Page 16

17. MOBILE USERS WILL DO ANYTHING
AND EVERYTHING DESKTOP USERS
WILL DO, PROVIDED IT’S PRESENTED
IN A USABLE WAY.
– Brad Frost
Source: Brad Frost
Page 17

18. 30%
of mobile shoppers
abandon a transaction
if the experience is not
optimized for mobile.
Source: MoPowered
Page 18

19. 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

20. Loading
Every 100ms increase in load
time decreases sales by 1%.
Source: Amazon
Page 20

21. 57%
of mobile customers will
abandon your site if they
have to wait 3 seconds
for a page to load.
Source: Strangeloop Networks
Page 21

22. Consumers expect
transactions to be easier
on mobile than they are
offline (51%) or on a
desktop computer (50%).
Source: IBM
Page 22

23. 3
T H E
M O B I L E
E - C O M M E R C E
O P P O R T U N I T Y
Page 23

24. 63% of people expect to be
doing more shopping on their
mobile devices over the next
couple of years.
Source: Latitude
Page 24

25. Roughly 58% of consumers
who own a smartphone have
used it for store-related
shopping.
Source: Deloitte
Page 25

26. 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

27. /
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

28. 61%
of people have a better
opinion of brands when
they offer a good mobile
experience.
Source: Latitude
Page 28

29. 57%
users say they
won’t recommend
a business with a
poorly designed
mobile site.
Source: Google
Page 29
41%
have turned to a
competitor’s site
after a bad mobile
experience.

30. “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

31. 81%
of the retailers state that the
objective of mobile for their
company is to drive revenue
to their website.
Source: Deloitte
Page 31

32. Not having a mobile optimized website is like
closing your store one day each week.
Source: Google
Page 32

33. PayPal mobile handled almost $14
billion in payment volume in 2012.
Source: eBay
Page 33

34. T A B L E T S
4
A S
A N
E M E R G I N G
Page 34
C H A N N E L

35. By 2014, more than one
in three US internet users
will have a tablet device.
Source: eMarketer
Page 35

36. ALMOST HALF A
BILLION TABLETS
WILL SHIP IN 2013
AND 2014 ALONE.
Source: Gartner
Page 36

37. 52% of tablet users now say
that they prefer to shop using
their tablet rather than their PC.
Source: Alexaner Interactive
Page 37

38. 72%
of tablet owners make purchases
from their devices on a weekly basis.
Source: Google
Page 38

39. An average tablet owner
makes around $63,000 a year.
Source: Internet Retailer
Page 39

40. TABLET USERS
SPEND 50% MORE
THAN PC USERS.
Source: Adobe
Page 40

41. 3X
Tablet visitors are nearly three times more
likely to purchase than smartphone visitors.
Source: Adobe
Page 41

42. “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

43. 70%
of tablet users expect a
website to load in two
seconds or less.
Source: Compuware
Page 43

44. E M A I L ,
5
S O C I A L
M E D I A
Page 44
&
S E A R C H

45. Mobile phones represent
25.85% of all email opens
and 10.16% on tablet.
Source: Knotice
Page 45

46. 45%
of holiday season
emails are being
opened on mobile.
Source: Experian
Page 46

47. 71%
Mobile purchasing
decisions are most
influenced by emails
from companies.
Source: Adobe
Page 47

48. 36%
36% of emails from
retailers are opened
exclusively on mobile.
Source: Knotice
Page 48

49. 91%
of mobile internet
access is for social
activities, versus just
79% on desktops.
Source: Microsoft
Page 49

50. 46%
of U.S. social media users
now access platforms such
as Twitter and Facebook
via their mobile phone.
Source: AllTwitter
Page 50

51. SEARCH IS THE #1 MOBILE
BROWSER ACTIVITY.
Source: comScore
Page 51

52. Mobile-based searches
make up one quarter
of all searches.
Source: The Search Agency
Page 52

53. 77% OF MOBILE
SEARCHES OCCURS
AT HOME OR WORK.
Source: Nielsen
Page 53

54. 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

55. 95%
of smartphone
users have searches
for local info.
Source: Google
Page 55

56. ONE IN THREE
MOBILE SEARCHES
HAVE LOCAL INTENT
(Versus 1 in 5 on desktop)
Source: Small Business Trends
Page 56

57. THANKS FOR READING!
If you have any comments, questions, or would just like to learn more about how
to launch a mobile-optimized website, please feel free to reach out to us and say
hello.
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