Holiday purchases on smart phones are now outpacing those on desktops, the latest statistics show. Here's how digital marketers can prepare for mobile ecommerce.
According to recent Comscore data, digital consumers spend more time engaging with brands on mobile devices than on desktop computers. The chart below shows that the summer of 2013 marked a period of transition. At that time, brand engagement on desktops and on mobile devices was nearly equal.
September finally showed a break, with brand engagement on mobile devices outpacing brand engagement on desktop computers. With the proliferation of mobile devices, digital marketers should expect this trend to continue.
Brand Engagement vs. Commerce
However, engagement does not directly transfer to online purchases. While mobile commerce (m-commerce) has increased with brand engagement, it is not a 1:1 distribution. The following chart shows that across all product categories, nearly 90 percent of all online commerce purchases still occur on a desktop computer.
Video games and toys represent the categories with the highest rate of mobile purchases. This may be due to the fact that many of these products can live on mobile devices. While mobile devices lead brand engagement, online commerce purchases are still dominated by the desktop computer.
Bridging the Gap & Driving M-Commerce
A recent study by eMarketer expects that 25 percent of all online retail transactions in the United States will take place on mobile devices by the year 2017, up from 15 percent in 2013.
Brands need to take heed. It's important for brands to start thinking about how to convert more visitors by bridging the gap between brand engagement and purchases on mobile devices. One key strategy is making sure the brand's website is conducive to browsing among mobile users; the design should adapt to a smaller screen size.
The brands that quickly and strategically adapt to changes in the industry will be best positioned to take advantage of increasing traffic in m-commerce.