Retail spending habits are transforming. Smartphone eCommerce and mCommerce are growing exponentially. Consumers are using mobile devices as tools to secure greater control over their shopping experience. Retailers need to actively devise and implement a mobile strategy, just “seeing what happens” will not be enough.
If you have mobile sites, apps, or even traffic coming to an non optimised destination via mobile, tablet or other device such as PSP games console, then you need to be monitoring performance to ensure that this aspect of your brand is not letting you down.
Here are some of the latest figures to give you an idea of the growing impact of mCommerce, and the ways it is changing user behaviour throughout the entire customer relationship cycle. Once you’ve seen them there will be no question about how important it is to have trustworthy, realistic data in this vital area. With android devices hoovering up market share, iphones and ipads breaking all sales records and new entries like Nexus 7 enjoying enthusiastic customer uptake, not to mention smartphones becoming the norm, this is an area of rapidly increasing growth and importance.
Load testing should not be forgotten for mobile sites and application either. Although each journey or session may typically be shorter than a website visit the user behaviour can mean sudden spikes in traffic are much more likely, and the personal nature of mobile phones, and the times and places they are typically used, means that users become much frustrated much more quickly with performance issues.
- On average it take 200 milliseconds is the time to complete an mCommerce payment.
- 35 million NFC (near field communication) enabled smart phones were sold in 2011. 1.2 billion are predicted to ship in 2015. Users still have trust issues with NFC though.
- Nearly 50% of Americans say they are interested in mobile wallets as forms of payment. Over 50% of those have used a mobile wallet in the last 3 months. User industry specialists predict that 50% of smartphones users will buy primarily via mobile wallets.
- About 20% of smartphone users scanned a QR code in store last year. 73% scanned for product info, 32% for coupons and 25% for event info
- Worldwide nearly 1/3 phones sold in 2011 was a smartphone.
- 42% of US mobile subscribers have smart phones, 51% of UK subscribers and 44% of EU5
- Smartphone users spend more time on apps than mobile sites
- $1 out of every $10 in discretionary spending is spent online
- 20% of people research products on mobile devices while watching TV
- Men prefer to make purchases on their phones (59% men / 54% women). Women prefer to shop on tablets (77% women, 74% men)
- By the end of 2012 the projected ecommerce spend is $677 per male mobile shopper and $489 per female mobile shopper.
- Most mobile shoppers are younger. 51% of people aged 18-34 have shopped on their phones. Only 18% of those beween 55-64 have.
- Purchase breakdown: 76% digital content, 38% clothing, 34% activities, 33% electronics, 31% health and beauty, 27% groceries, 23% furniture, 21% tickets
- Per month average mobile spends: $1-$20 32%, $21-$40 12%, $41-$60 16%, $61+ 10%
- Mobile shoppers are more likely to make purchases on a weekend. Mobile sales as a proportion of all sales increase on weekends.
- Nearly half of retailers have optimised sites for mobile commerce. Less than a 3rd have optimised for tablets
- 57% of consumers won’t recommend businesses with poor mobile sites.
- 53% of customers engage in showrooming (looking at products in store and buying online) When doing so 38% found a better price than the store they were in, 30% found online offers in the same shop’s online store, 21% found a superior item online.
- In-store mobile trends expected to grow: take/send product photo for self or others, look for another store nearby, look up reviews, price check, location details, show an employee something, barcode scanning
- eCommerce is set to hit $1 trillion by 2014 worldwide, mCommerce set to hit $119 billion worldwide by 2015
- Projections say 54% of retail purchases made online by 2014
Please get in touch if you would like to know more about the monitoring and load testing work we do with a variety of clients for mobile sites, apps and full multi channel integration, or to discuss any needs, issues or problems you are currently facing.
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All products in the Monitoring Suite have been designed with different user needs in mind, but all are delivered through the intuitive Customer Portal, and enjoy the one-on-one managed service support, that our clients value so highly.
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