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Study: Revenue from Mobile Commerce Grew Around 230% in 2011
Mobile commerce (mCommerce) is on the up, there’s no question about it. 2011 was even touted as the year of mCommerce…and so it proved to be.
We took a sample of our ecommerce clients from a number of industries (food and drink, fashion, wedding accessories and personalised gifts) and looked at their mCommerce performance in 2011 against 2010. The results are incredible.
- Visits to websites from mobile devices grew by an average of 236%
- Revenue from mobile devices grew by an average of 228%
- One client saw a 650% increase in visits from mobile in 2011
- One client enjoyed a 219.5% increase in revenue from mobile in 2011
We then looked at mCommerce performance over the last 30 days in relation to overall traffic and revenue. Again, the numbers are impressive and indicate a growing trend in mobile purchasing.
- The same clients saw an average of 23% of their visits come from mobile devices
- They saw an average of 21.2% of revenue come from mCommerce
- In two cases a 1/4 of all revenue came from mobile devices
No business can afford to ignore a revenue stream that accounts for one fifth or more of overall revenue. The question is, how do you take maximise it, grow it?
First, you need to know where it’s coming from. We looked at the various devices being used to visit our clients’ sites and make purchases and discovered this:
- On average 83.8% of mobile visits came from an iOS device – iPad, iPhone or iPod Touch
- 89% of all mobile revenue came from an iOS device
- Generally the iPhone accounted for twice as much traffic as the iPad, with the iPod Touch a distant third
- Conversion rates were significantly higher on the iPad than the iPhone or Touch – presumably due to the bigger screen and therefore ‘easier’ experience
It’s clear that if a business is to maximise their revenue from mCommerce then iOS is the one to target – in spite of the fact that Android dominates global market share for smartphone OS with 52.5% compared to iOS’ 15%. For whatever reason, consumers find it far, far easier to buy on an iOS device than an Android, Windows Phone or other device.
A mobile optimised site is one way to go (none of the clients in our sample have one, by the way, which makes the results that much more impressive) but it is surely worth considering developing an iPhone and/or iPad app to create an enjoyable, memorable and, most importantly, simple way to purchase via mobile.
And as an app can be developed over time more and more functionality can be added at a relatively low cost, ensuring your business never falls behind the times – something that is commonplace with websites, especially on mobile devices.
That’s not to say you should ignore the growing Android app market, not when it does dominate the smartphone OS space, but right now the statistics clearly show that you are going to get the most benefit developing for iOS and providing those users with a seamless, enjoyable shopping experience.
We’re already talking with our clients about iPhone and iPad apps for their businesses. If you’d like to talk to us too, get in touch.