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eMarketer Webinar: Six Trends in the Shifting World of Mcommerce

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eMarketer Webinar: Six Trends in the Shifting World of Mcommerce

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US consumers will spend nearly $75 billion this year on retail sales transacted on smartphones, tablets and other mobile devices, and double-digit growth in retail mcommerce sales will continue for several more years. Topics in this webinar include: What does the increase in sales on smartphones mean for retailers? What are the differences between shopping on desktops, tablets and smartphones? How are marketers improving search and other user experiences to drive mobile sales? What role do apps play in the mcommerce ecosystem?

US consumers will spend nearly $75 billion this year on retail sales transacted on smartphones, tablets and other mobile devices, and double-digit growth in retail mcommerce sales will continue for several more years. Topics in this webinar include: What does the increase in sales on smartphones mean for retailers? What are the differences between shopping on desktops, tablets and smartphones? How are marketers improving search and other user experiences to drive mobile sales? What role do apps play in the mcommerce ecosystem?

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eMarketer Webinar: Six Trends in the Shifting World of Mcommerce

  1. 1. © 2015 eMarketer Inc. Made possible by Six Trends in the Shifting World of Mcommerce Yory Wurmser Retail Analyst July 9, 2015
  2. 2. © 2015 eMarketer Inc. Agenda  Forecast for US mcommerce sales  Trends within overall mcommerce  Evolution of the mobile user experience that will affect mcommerce
  3. 3. © 2015 eMarketer Inc. 1. Mobile commerce is becoming mainstream
  4. 4. © 2015 eMarketer Inc. Sales on mobile devices are still relatively small: 1.6% of total US retail sales in 2015 $4.458 trillion in offline retail sales $74.93 billion in mcommerce sales $265.68 billion in other ecommerce sales
  5. 5. © 2015 eMarketer Inc. … But growth will be rapid in 2015  32% YoY jump in retail mcommerce sales  22% of retail ecommerce in 2015 will come from mcommerce
  6. 6. © 2015 eMarketer Inc. Majority of US digital buyers will make a purchase with a mobile device in 2015  121.8 million mobile buyers  63.7% of digital buyers Increase in mobile buyers: 17 million in 12 mos.
  7. 7. © 2015 eMarketer Inc. Rapid diversification: Digital media downloads and in-app purchases account for a shrinking share of mobile sales
  8. 8. © 2015 eMarketer Inc. Even within digital media, the product mix is changing
  9. 9. © 2015 eMarketer Inc. Fashion and luxury lead in mobile transaction share
  10. 10. © 2015 eMarketer Inc. 2. Smartphones are catching up to tablets
  11. 11. © 2015 eMarketer Inc. Smartphone shoppers will continue to outnumber tablet shoppers in the US in 2015 123.2 million149.3 million
  12. 12. © 2015 eMarketer Inc. … But US tablet owners are far more likely than US smartphone owners to buy via their device
  13. 13. © 2015 eMarketer Inc. Tablet buyers will outnumber smartphone buyers in the US in 2015 99.7 million78.3 million
  14. 14. © 2015 eMarketer Inc. … And tablet conversion rates and average order value (AOV) far exceed those on smartphones
  15. 15. © 2015 eMarketer Inc. Tablets produce the majority of mobile revenue, but their revenue share has peaked
  16. 16. © 2015 eMarketer Inc. Smartphones’ share of US mcommerce will continue to increase
  17. 17. © 2015 eMarketer Inc. Even so, the absolute growth rate of tablet sales will remain strong
  18. 18. © 2015 eMarketer Inc. 3. iOS outperforms Android but the gap is narrowing (slightly)
  19. 19. © 2015 eMarketer Inc. iPads generated nearly half of US mcommerce sales during the 2014 holiday season 48% (Source: Adobe, “2014 Holiday Shopping Recap”)
  20. 20. © 2015 eMarketer Inc. iPhones generated nearly 60% more retail sales than Android phones in Q1 2015
  21. 21. © 2015 eMarketer Inc. Android phones outnumber iPhones
  22. 22. © 2015 eMarketer Inc. Even with an iPhone 6 bounce in Q4 2014, Android easily outsells iPhone most quarters
  23. 23. © 2015 eMarketer Inc. iOS generates more mcommerce than Android because of its higher conversion rates and AOV
  24. 24. © 2015 eMarketer Inc. High-end Android devices have conversion rates on par with iOS devices “Everybody likes to pick on Android conversions, but when we looked at our Black Friday data, high-end Android devices that people have to pay for [had conversion rates that] were equal or better [than those on] iOS.” —Laurent Meynier, head of marketing at Moovweb
  25. 25. © 2015 eMarketer Inc. The gap between iOS and Android conversion rates is narrowing  In January 2015, iOS and Android had nearly equal conversion rates on phones  iOS owners still shop on their devices more often  iPads still lead Android tablets
  26. 26. © 2015 eMarketer Inc. 4. Better user interfaces equal more buying
  27. 27. © 2015 eMarketer Inc. Three major improvements in mobile interfaces will increase mobile sales  Bigger screen sizes  Optimized websites  Easier checkout
  28. 28. © 2015 eMarketer Inc. There is a direct relation between screen size and conversion rate
  29. 29. © 2015 eMarketer Inc. Screen sizes are getting bigger
  30. 30. © 2015 eMarketer Inc. The trend should continue with rapid growth of phablet shipments  Phablets accounted for 8.5% of global smart device shipments in 2014  Will account for 24.7% of global smart device shipments in 2019
  31. 31. © 2015 eMarketer Inc. Mobile optimization is still not universal 44% of Fortune 500 sites were not ‘mobile friendly’ in early April 2015 (Source: Boulder Marketing Technology, cited in Techcrunch, 4/12/2015)
  32. 32. © 2015 eMarketer Inc. Google’s ‘Mobilegeddon’ is pushing companies to prioritize mobile optimization  Update began on April 21  Google now prioritizes mobile-optimized websites  Google saw a 4.7% increase in mobile-friendly sites between March and April 2015 (Source: Search Engine Land, 4/21/15) Image from Search Engine Land, 4/21/15
  33. 33. © 2015 eMarketer Inc. Responsive design has become a major mobile priority for US retailers Over half of retailers listed responsive design as a high (1 or 2) priority when polled in October 2014
  34. 34. © 2015 eMarketer Inc. Easier checkout is the leading factor that would increase mobile buying, according to US digital shoppers
  35. 35. © 2015 eMarketer Inc. 1- or 2-click buying is expanding beyond Amazon  OS-level payment systems: Apple Pay & Android Pay  Web-based payment systems: e.g., PayPal’s One Touch  Buy buttons in ads: Google and XpressBuy  Buy buttons in social media
  36. 36. © 2015 eMarketer Inc. Apple Pay and Google Wallet are still relatively lightly used  More US mobile payment users had used Starbucks mobile payments in the year to December 2014 than used either Apple Pay or Google Wallet
  37. 37. © 2015 eMarketer Inc. 5. Web dominates mobile sales, but apps gain in importance
  38. 38. © 2015 eMarketer Inc. Mobile web is the default platform for casual visitors “The mobile web has to be a workhorse. If you know nothing about Sephora and you’re on the phone and you type [a beauty brand], the mobile web is where you’re going to land.” —Johnna Marcus, senior director of Sephora’s Sephora Innovation Lab “Mobile web dominates. It has to do with discovery. A lot of shoppers will still go to Google when they are figuring out where to shop.” —Sonia Nagar, senior director of mobile product strategy at RetailMeNot
  39. 39. © 2015 eMarketer Inc. Most retailers prioritize mobile sites for five reasons 1. Easier for discovery and search 2. Cheaper to design 3. Universal 4. Not limited to core shoppers 5. Landing page for emails
  40. 40. © 2015 eMarketer Inc. Only about a fifth of US consumers use a shopping app  40% of respondents had downloaded a shopping app as of October 2014  Of those who had downloaded a shopping app, only 39% used it for purchases
  41. 41. © 2015 eMarketer Inc. But an outsized portion of revenue comes from apps 42% of mobile revenue comes from apps (Source: Internet Retailer, August 2014)
  42. 42. © 2015 eMarketer Inc. App shoppers are heavy buyers “Mobile app users are probably enrolled in your loyalty program. If there is a store credit card, they’re probably enrolled in that as well. So it’s a subset of your customer base. But that 20% of your customer base is actually your most valuable 20%.” —Maya Mikhailov, chief marketing officer and co-Founder of GPShopper
  43. 43. © 2015 eMarketer Inc. People spend more time on retailer apps than on websites
  44. 44. © 2015 eMarketer Inc. Apps will increase in importance 1. Much faster than the mobile web 2. Necessary for complex integrations—e.g., with device sensors, mobile payments, loyalty programs 3. Majority of mobile time spent is on apps 4. Apps are becoming publishing platforms for notifications
  45. 45. © 2015 eMarketer Inc. Slow load time is a leading cause of frustration among mobile shoppers
  46. 46. © 2015 eMarketer Inc. Apps are necessary for complex integrations Mobile Payment Device Sensors Loyalty Cards Image source: Sephora via iTunes Image source: Walmart via iTunes Image source: Staples via www.businesswire.com
  47. 47. © 2015 eMarketer Inc. US smartphone and tablet users spend most of their mobile time on apps
  48. 48. © 2015 eMarketer Inc. Better notification layers are turning apps into publishing platforms as much as destinations “We’re already seeing a shift towards a notification layer, where content can be shown in that layer rather than in an app…. Businesses shouldn’t be thinking about the app as a destination, they should be thinking about the ecosystem in which it exists.” —Paul Adams, vice president of product at Intercom
  49. 49. © 2015 eMarketer Inc. Scale remains an issue for retailer apps Only 12% of US consumers use a retailer app (Source: Epsilon, 2015)
  50. 50. © 2015 eMarketer Inc. Increases in app commerce will likely come from third-party platforms, including:  App publisher networks  Mobile wallets  Social media apps Images from: Freckle IoT
  51. 51. © 2015 eMarketer Inc. Social media apps introduce simple shopping Instagram Pinterest Twitter Facebook Image source: FacebookImage source: TwitterImage source: PinterestImage source: Instagram
  52. 52. © 2015 eMarketer Inc. 6. Search is evolving for mobile shopping and buying
  53. 53. © 2015 eMarketer Inc. Search is a huge opportunity for additional sales  89% of US smartphone users will search with those devices in 2015 Source: Placecast, 2014
  54. 54. © 2015 eMarketer Inc. Four innovations in search will enable more mcommerce: 1. Deep linking 2. Buy buttons 3. Visual search 4. Predictive search
  55. 55. © 2015 eMarketer Inc. Deep linking lets marketers have their app content indexed  Google and Bing now send searchers straight to an in-app landing page  iOS 9 will include deep linking in iOS search  Quixey and URX are start- up app search engines based on deep linking Image from developers.google.com
  56. 56. © 2015 eMarketer Inc. Google confirmed in May that it will add a buy button to its Product Listing Ads
  57. 57. © 2015 eMarketer Inc. Visual search will simplify real-time search and buying Image from Google Play Neiman Marcus VivinoAmazon’s Firefly Image from Yory Wurmser Image from Neiman Marcus
  58. 58. © 2015 eMarketer Inc. Predictive search anticipates needs Vurb Pinterest Guided SearchGoogle Now Image from www.Google.com Image from iTunes Image from iTunes
  59. 59. © 2015 eMarketer Inc. 6 major trends in mobile commerce: 1. Mobile buying is becoming mainstream 2. Smartphones are catching up to tablets as a sales platform 3. iOS leads in sales performance, but the gap with Android is narrowing 4. Better user interfaces will increase mcommerce 5. Mobile web dominates in sales, but apps are gaining in importance 6. Search is evolving to fit mobile shopping
  60. 60. | Copyright 2015 Quantcast About Quantcast The most effective advertising from the people who really get audiences Quantcast Measure Quantcast Advertise Knows your customer’s next move, so you can make yours first. Measures millions of customer behaviors in the moment. Directly measuring audiences spanning hundreds of millions of web destinations Advertising that acts on real-time audience behavior.
  61. 61. | Copyright 2015 Quantcast The Mobile Opportunity 194 minutes 38% spent on Mobile devices every day. of retail sales came from Mobile this year. Source: eMarketer But… only 12% of total media ad spend is on mobile.
  62. 62. | Copyright 2015 Quantcast Leverage programmatic technology to reach your audience Use mobile to target your incremental audience ExtendYour Campaigns with Mobile Your Audience + Quantcast’s Web-Wide Visibility
  63. 63. | Copyright 2015 Quantcast Reach new and existing audiences where they engage, connect and spend their time Mobile Web Targeting Extend Quantcast’s real-time targeting solutions from online to mobile web Mobile In-App Targeting Reach your audiences where they are most engaged Increased campaign results from brand lift to app download to purchase ExtendYour Campaigns with Mobile
  64. 64. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by: You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Yory Wurmser Six Trends in the Shifting World of Mcommerce  US Mcommerce 2015: eMarketer’s Forecast and Trends  Back-to-School Ecommerce Preview 2015: Forecast and Trends for Retail’s ‘Second Season’  Visual Search & Recognition: On the Cusp of a New Era in Retail  Omnichannel Trends 2015: Mobile is the New Retail Hub

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