The Bizrate Insights Mobile Tracker uses device data collected via the Bizrate Insights survey platform. To collect data for their survey on the future of mCommerce, Bizrate gave invitations to online buyers immediately after they purchased something from the Bizrate Insights Network of over 5,000 e-commerce retailers in the US and Canada. Data for this study was collected from over 540 million online purchases during July 1, 2013 through December 13th, 2015. Their findings include:
* mCommerce projected to grow by 68% in 2016. The peak volume during the 2016 holiday season may reach as high as 42% of all online orders. And this does NOT include in-app purchases!
* Phones will climb, tablets will stagnate. When broken out between smartphone and tablet, 22016 projections show a clear majority of website purchases going to phones, with a high of 33% of online orders in November. Meanwhile in the absence of meaningful innovation, tablet purchases will stagnate (if not decline slightly).
Don’t ignore iPad Customers: They’re still spending
“Retailers–in fact all consumer-facing brands–need to endure that their online experience and all core actions work properly and intuitively on iPhone, Android phones, and iPads,” says Hayley Silver, VP, Bizrates Insights (pictured top left).
“It is unfortunately common,” she adds, “for a new feature or user experience to operate as expected, but still manage to displease or confuse the customer.
“Considering the percentage of mobile website purchases projected for 2016, focusing exclusively on you in-app experience may alienate new visitors, thwart conversion or damage your brand.”