In September’s edition of ePN’s News and Views we’re looking at the latest “cross-device” trends and mobile statistics. According to a recent survey from Shopify, now more than 50 per cent of ecommerce traffic comes from mobile, now firmly establishing it as “the default way that people shop online” (figure 1). They credit this rise to “social-fuelled” discovery purchases whereby social media and mobiles are used for more spontaneous, discovery-based purchases. This rise shows a correlation with smartphone uptake generally. Ofcom’s August 2014 Communications Market Report highlighted that smartphone take-up had increased from 51% to 61% in Q1 2014 year-on-year, with the 16-24 years age group providing the most lift (see figure.2).
It therefore comes as no surprise that cross-device functionality has moved from a “nice-to-have” to a “need-to-have” for marketers. Last month, eMarketer released its August 2014 Cross-Device Trends Roundup report, exploring topics including functionality, new paths to purchase, consumer perceptions of the connected future and their awareness of the “internet of things”.
What is key to bear in mind is that, while mobile is clearly a vital component, the customer journey is now cross-device, not one device. Desktop search remains a heavyweight for marketers and still provides a higher conversion percentage than that of mobile.
Publishers can run a Transaction Download Report to view their mobile traffic figures, read how here.
As always we welcome your feedback and comments.