Tables Vs Smartphones Infographic
The rise of mobile commerce means that customers are now making more impulse purchases than ever; 14% of all web sales now come from mobile devices such as tablets & smartphones, and it is widely expected that this figure will continue to rise in the future.
In particular, the majority of people now use their mobile device as a means of researching products online, with people spending between 3-10 hours researching products online. There has also been a dramatic increase in mobile buyer behaviour; this includes checking competitive pricing on Amazon, using mobile devices to reserve products and collect in-store, and buying Christmas gifts.
Accordingly, advertisers are attempting to capitalise on this increase by planning to intensify their tablet marketing efforts by 25% this Christmas; smartphones will also see an increase in advertising. This move is guaranteed to pay off, as 89% and 80% of shoppers will follow up an advert on tablets and smartphones respectively. In addition, tablet users will spend an average of $47 after viewing an advert, whereas smartphone users only spend $39.
Advertising on social media has also become a valuable source of inspiration for mobile shoppers, with Pinterest acting as an online shopping muse for 70% of consumers, whereas Facebook inspires around 17% of mobile buyers. One of the primary motivations behind social media advertising is to get consumers to engage in promotions & competitions, collect coupons, and claim special offers.
In terms of the most popular category for mobile consumers, clothing apparel accounts for nearly half of all mobile purchases, with jewellery, accessories & bags, health & beauty, baby gifts, and footwear also generating mobile sales. Surprisingly, online marketplace Etsy outperforms small boutiques, brand stores, and even Amazon in terms of mobile commerce.
One thing is for certain, both mobile and tablet users appear to be highly attentive to the charms of mobile advertising!