News and Views: Cross-Device Trends & M-commerce

News and Views Cross-Device Trends  M-commerceIn 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 blog 4of 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 blog 6“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.

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Bi-Weekly news and views: Mobile

Bi-weekly-news-and-viewsIn 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

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