In this edition of ePN’s bi-weekly news and views we look at the latest developments in the mobile e-commerce, commenting on the latest mobile web usage and ad-spend statistics. According to RetailMeNot, m-commerce fuelled £10.7 billion of Europe’s online sales last year, almost 10% of the £111.2 billion total. It then comes as no surprise that this year’s forecast expects it to hit £19.8 billion. Our own Head of Online Partnerships, Christian Erhard, commented how “affiliates will profit from mobile’s rapid development”, adding that “a good affiliate strategy requires an optimal fit for ads within their environment”.
Currently the UK is leading in Europe in terms of smartphone activity/maturity. Mobile internet usage accounted for roughly 25% of all web activity in 2013 with mobile spending accounting for 9% of online spending. This year, this UK figure is set to hit 11% as desktop spending continues to decline. Mobile ad-spend continues to reflect these trends, forecast to grow up to six times faster than desktop internet according to ZenithOptimedia’s latest expenditure forecast. In fact it is set to grow “by an average of 50% a year between 2013 and 2016”, establishing itself as the main driver of global ad-spend growth.
In short, 2014 promises to be a fruitful year for mobile e-commerce. So with that in mind, here are a few best practices to help you make the most of it:
- Not yet mobile? Start by developing a mobile version of your website. Make it as user/mobile friendly as possible!
- Create a separate Campaign ID for your mobile website to make tracking easier
- Use the “Traffic Type” reporting filter to see your mobile activity, and optimize accordingly
- Keep up to date with the latest mobile developments from eBay