The mobile revolution is nothing new - we have known in the past two years that mobile Internet usage is increasing, and Google announced that it will implement the default mobile index in 2018 as the final confirmation of this maritime change. However, what's new is the role that smartphones now play in e-commerce, where shoppers use their devices at all stages of the buying process, from research and comparison to checkout.
Black Friday and Cyber Monday confirmed the indisputable fact that Adobe reported a record 39.9% of online traffic from smartphone retail sites on Cyber Monday, of which £1.13 billion was sold on mobile devices. A huge 12% higher than the previous years.
Popular equipment
As you would expect from market leaders, Apple devices are leading the way in smartphones for e-commerce. According to Cyber Monday data, Apple users spend more on smartphones than Android users, suggesting that e-commerce retailers may be best suited to optimize websites and marketing campaigns for iPhone users.
Number of people accessing e-commerce sites via smartphones
eMarketer calculates that more than half of UK digital buyers trade on smartphones, making e-commerce an important part of all online sales. In fact, the report shows that mCommerce's revenue is as high as 35.31 billion pounds. This number is expected to increase as consumers become more comfortable with their smartphones and mobile payment options become more complex. By 2021, mCommerce is expected to be the main source of retail sales, predicting it will account for 56% of total retail e-commerce sales.
Smartphone access conversion
Despite the increased use of smartphones and the rapid growth of mobile e-commerce, the conversion rate of smartphones is still difficult to determine, and some industries are not as high as you expected. However, there is a similar explanation for this - consumers are essentially omni-channel creatures, and there is a long-established multi-screen usage model.
Mobile conversion rates are currently lower than desktop conversion rates, and Marketing Land's data shows that smartphones only require 20% conversion costs. This number is very low when you think your phone is paramount in terms of actual screen time. However, it's important to remember the role that smartphones play in discovery and research, and to power the ultimate desktop or tablet conversion.
Smartphones are especially useful at micro-moments, and data suggests that key aspects of optimizing the mobile experience can lead to conversion improvements. For example, focusing on increasing page load speed is critical to keeping smartphone users engaged, while responsive design elements such as large buttons eliminate most of the friction that prevents movement transitions.
Orignal From: Increase e-commerce smartphone usage
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