The invasion of mCommerce: the way consumers will purchase in the (immediate) future
We look at our mobile devices an average of 137 times a day. 78% of smartphone users admit that they can’t be away from it for more than 2 hours. We take an average of 6 pictures per day and invest more than 27 minutes a day in apps like Whatsapp.
To date, about 90% of users access the Internet through mobile devices, making it the main way for people to connect. 70% of search is done through these devices, a habit that has positioned the mobile phone the most important gateway for online shops. These are only some of the representative samples out of the thousands of data we can mention since the use of smartphones seems to have no limits.
The mobile is causing major changes in consumer habits. Hence the priorities of any company that aspires to gain a stronghold in the market today, should develop a strategy to secure a place into the small screen of clients. Some have taken it to the extreme by using the “mobile only” strategy in which mobile devices are the main and only tool available to the public use.
The number of transactions via mobile, and their value, is increasing very fast in more mature markets
The flexibility and immediacy offered by this type of equipment are the main keys to the exponential growth of m-Commerce. It is a logical evolution of e-Commerce that allows stores to transport their brands into pockets and for retailers it represents a new tool to reach customers.
In 2015, 37% of online fashion purchases came from mobile devices. Growth rates of mobile transactions also recorded almost 140% in some countries, with an increase of 9% of the average expenditure on the purchase. The numbers have continued to increase during Q1 2016, meaning that more and more people access the websites of retailers from their mobile devices. In fact, this has been the first year in which smartphone and tablet traffic has surpassed desktop traffic, accounting for 51% of visits.
Some accelerated growth rates show that the mobile market, although it is not yet in its mature phase, is constantly developing. However, growth has not been sufficiently significant nor does it correspond to the growing use of Smartphones for all other issues related to shopping. But it seems that the m-Commerce explosion is smoothly taking place. Its motivated takeoff, above all, is due to the increasing size of screens and better mobile adaptation of retailers’ websites.
Thus, it is predicted that by 2020 the volume of mobile sales can be 2050 million (now it is around 1630 million). A trend that will accelerate as the customer experience continues to improve. In this regard it is noteworthy that in the first quarter of 2016, the average mobile conversion ratio stands at 3.65%. When buying, customers continue to give priority to the desktop but, above all, to the physical store.
But despite the data, the future of e-commerce will inevitably take placethrough mobile devices. However, the key to success lies in the reinvention of the shopping experience and in the integration of all channels in real time (Unified Commerce). Even though the new generations are demanding a high-quality mobile shopping experience, they´re not turning their backs on physical stores.