Mobile Commerce Trends and Opportunities

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The document discusses the growing adoption of mobile devices and m-commerce. It notes that 27% of adults and 47% of teenagers now have smartphones, representing significant year-over-year growth. While the iPhone is still aspirational, blackberries are more popular among teenagers. The document also highlights that mobile sales currently only represent around 5% of overall online sales but are growing, and certain advertisers see over 40% of their sales coming from mobile. It concludes by discussing opportunities for networks, advertisers and affiliates to better capitalize on the growing mobile sector.

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Mobile & M-Commerce: The Complete Picture Kevin Edwards, Affiliate Window [email_address] Get tweeting: #A4UB4

The Affiliate Landscape The Mobile Landscape

27% of adults have a smartphone, (60% YoY increase)* 47% of teenagers have a smartphone (87% YoY increase)* ...Phenomenal adoption: can we keep up...? *Ofcom, Communications Market Report, August 2011

The iPhone is aspirational and enjoys the highest ABC1 concentration 16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%) … mobile offers fascinating insight into users *Ofcom, Communications Market Report, August 2011

iPhone records twice as many clicks as the iPad Apple devices have 70% traffic

iPad’s high conversion closes the gap Apple takes 73% of sales In Aug iPad made 50% of sales

Mobile strategies Mobile Non-mobile Mobile Current 50/50 split on sales

Typical users? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

‘ True’ mobile sales (excluding iPad) 5.9% 94.1%

0.1% of overall sales in September 2011 came from mobile checkouts Mobile sales occurring in spite of, not because of online efforts

Does it make a difference? 2.1% sales through mobile 4.2% sales through mobile (with iPad) 3.1% sales through mobile 5.4% sales through mobile (with iPad)

Are they incremental sales? At present, we don’t know Advertisers focus on the iPhone Sector & time considerations (low basket, impulse) m-commerce sites enable mobile optimisation and happy customers...

The dilemma ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Missed opportunities? DevMobile “ Probably . My other app based on Dutch retailer bol.com , saw conversion increase from 8 to 12%: a 50% increase in sales.”

Just the ticket ,[object Object],[object Object],Mobile sales: 6.8% Mobile sales: 7.7% As % entertainment advertiser: 45%

Follow the consumer ,[object Object],[object Object],[object Object],(Neilsen)

Voucher insights ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Let’s do it better ,[object Object],[object Object],[object Object],Mobile performance innovation

Opportunities? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some final thoughts

? Kevin Edwards, Affiliate Window [email_address] 020 7553 0354 Sign up for the Strategy Newsletter [email_address] Thank you!

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