Q4 2015: Mobile Commerce Trends. Q4 2015: Mobile Commerce Trends Branding Brand

Size: px

Start display at page:

Download "Q4 2015: Mobile Commerce Trends. Q4 2015: Mobile Commerce Trends Branding Brand"

Sherman Long
3 years ago
Views:

What was the term for the change in change in Market Share?
What percentage of all smartphone visits were in 2015?
What did the market share of mobile sites generate?

1 Q4 2015: Mobile Commerce Trends

2 Data Used Branding Brand powers web, app, and in-store experiences for 200 major brands. This report contains data from a sample of clients running on its platform. 2 WHO 100 Retailers U.S. only WHAT Mobile Sites No apps WHEN Q October - December 2015 Q Performance 100 mobile sites experienced a total of 329,246,263 visits and $414,537,756 in revenue. U $ $329,246,263 visits 19% median site increase compared to Q $414,537,756 revenue 35% median site increase compared to Q3 2015

only WHAT Mobile Sites No apps WHEN Q4 2015 October - December 2015 Q4 2015 Performance 100 mobile sites experienced a total

3 Revenue Market Share In Q4 2015, 31% of all online revenue was generated on a smartphone or tablet. 3 84% 82% 80% 78% 77% 75% 73% 72% 72% 72% 71% 69% desktop 16% 18% 20% 22% 23% 25% 27% 28% 28% 28% 29% 31% mobile Q Q Q Q Q Q Q Q Q Q Q Q Quarter-over-Quarter Change in Market Share From Q to Q4 2015, mobile s share of total online revenue increased 8%. 3% change in desktop revenue market share 8% change in mobile revenue market share

Q4 2013 Q4 2013 Q1 2014 Q3 2014 Q4 2014 Q4 2014 Q1 2015 Q3 2015 Q4 2015 Q4 2015 Quarter-over-Quarter Change in Market Share From

4 Conversion Compared to Q3 2015, smartphone conversion increased 36% and tablet conversion increased 35%. 2.25% 2.00% 1.75% % average Q smartphone conversion 1.72% average Q tablet conversion 1.50% 1.25% 1.00% 0.75% 0.50% Smartphone Tablet 0.25% 0.00% JUL AUG SEP OCT NOV DEC Q Q Average Order Value From Q to Q4 2015, smartphone AOV decreased 1%; tablet AOV showed no change. $ average Q smartphone AOV $ average Q tablet AOV $200 $175 $150 $125 $100 $75 $50 Smartphone Tablet $25 $0 JUL AUG SEP OCT NOV DEC Q Q4 2015

00% JUL AUG SEP OCT NOV DEC Q3 2015 Q4 2015 Average Order Value From Q3 2015 to Q4 2015, smartphone AOV decreased 1%; tablet AOV showed no change.

5 Traffic Sources In Q4 2015, 47% of all smartphone visits arrived from search; 27% arrived direct. 5 Direct Typing in the exact URL Landing on a page from a marketing Referral Navigating from another site or advertisement Search Utilizing a search engine (organic and paid) 27% 17% 9% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Quarter-over-Quarter Change in Market Share From Q to Q4 2015, smartphone traffic from direct increased 4%; decreased 3%. j 4% 3% J 2% referral L 1% search Mobile Commerce Index: Q Branding Brand

Utilizing a search engine (organic and paid) 27% 17% 9% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Quarter-over-Quarter Change in Market

6 Smartphone Operating Systems 6 VISITS MARKET SHARE In Q4 2015, ios accounted for 61% of all smartphone visits; Android accounted for 39%. REVENUE MARKET SHARE In Q4 2015, ios accounted for 65% of all smartphone revenue; Android accounted for 35%. U 39% Android $ 35% Android 61% ios 65% ios 43% 14% 4% ios 9 ios 8 ios 7 & older <1% 24% 15% Marshmallow Lollipop KitKat & older 48% 14% 3% ios 9 ios 8 ios 7 & older <1% 25% 10% Marshmallow Lollipop KitKat & older Quarter-over-Quarter Change in Revenue Market Share From Q to Q4 2015, ios 9's share of total smartphone revenue increased 1,100%; Lollipop's share increased 26%. 1,100% ios 9 75% ios 8 26% Lollipop 21% KitKat

U 39% Android $ 35% Android 61% ios 65% ios 43% 14% 4% ios 9 ios 8 ios 7 & older <1% 24% 15% Marshmallow Lollipop KitKat & older 48% 14% 3% ios 9 ios 8 ios 7 & older

7 Tablet Operating Systems 7 VISITS MARKET SHARE In Q4 2015, ios accounted for 71% of all tablet visits; Android accounted for 29%. REVENUE MARKET SHARE In Q4 2015, ios accounted for 83% of all tablet revenue; Android accounted for 17%. 17% Android U 29% Android $ 71% ios 83% ios 41% 20% 10% ios 9 ios 8 ios 7 & older <1% 8% 21% Marshmallow Lollipop KitKat & older 47% 25% 11% ios 9 ios 8 ios 7 & older <1% 5% 12% Marshmallow Lollipop KitKat & older Quarter-over-Quarter Change in Revenue Market Share From Q to Q4 2015, ios 9's share of total tablet revenue increased 1,467%; Lollipop's share increased 25%. 1,467% ios 9 60% ios 8 25% Lollipop 27% KitKat

17% Android U 29% Android $ 71% ios 83% ios 41% 20% 10% ios 9 ios 8 ios 7 & older <1% 8% 21% Marshmallow Lollipop KitKat & older 47% 25% 11% ios 9 ios 8 ios 7 &

8 Top Mobile Devices 8 SMARTPHONES In Q4 2015, the top five devices accounted for 68% of total smartphone traffic. TABLETS In Q4 2015, the top five devices accounted for 85% of total tablet traffic. 100% 100% 15% Other 32% Other 2% Samsung Galaxy Tab 3 2% LG G Pad 3% Samsung Galaxy Tab 4 3% Apple iphone 4s & older, ipod 7% Apple iphone 6 Plus, 6s Plus 7% Samsung Galaxy S5 7% Amazon Kindle Fire 25% Apple iphone 5, 5s, 5c 71% Apple ipad 26% Apple iphone 6, 6s 0% 0%

100% 100% 15% Other 32% Other 2% Samsung Galaxy Tab 3 2% LG G Pad 3% Samsung Galaxy Tab 4 3% Apple iphone 4s &

9 9 Smartphone Holiday Trends

10 Daily Visits vs. Conversion Unlike 2014, early sales encouraged smartphone shoppers to visit retail sites and complete their purchases % % 25% 25% 0% 0% -25% -25% -50% NOV 1 NOV 25-50% NOV 1 NOV 25 Daily Visits Conversion Year-over-Year Change in Visits and Conversion Compared to November 1-25, 2014, smartphone visits increased 71% and smartphone conversion increased 64% in % change in daily visits 64% change in conversion

11 Cyber Five Hourly Visits Smartphone shoppers visited retail sites most on Black Friday and purchased most on Cyber Monday. Despite early sales, Cyber Five conversion increased 23% compared to ,000 50,000 40,000 30,000 20,000 10, AM 12 PM 12 AM 12 PM 12 AM 12 PM 12 AM 12 PM 12 AM 12 PM THANKSGIVING BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY Visits Peak Hours Smartphone visits peaked earliest on Black Friday and latest on Sunday. 8 p.m. Thanksgiving 10 a.m. Black Friday 11 a.m. Saturday 9 p.m. Sunday 7 p.m. Cyber Monday

11 60,000 50,000 40,000 30,000 20,000 10,000 0 12 AM 12 PM 12 AM 12 PM 12 AM 12 PM 12 AM 12 PM 12 AM 12 PM THANKSGIVING BLACK FRIDAY

12 Weekend Visits Market Share Even though weekends typically have a larger share of smartphone traffic, online retailers saw even more smartphone traffic than normal % Panic Saturday Boxing Day 59% 58% Cyber Five 57% 56% 55% 54% 53% 52% 51% 50% OCT OCT OCT OCT 31 - NOV 1 NOV 7-8 NOV NOV NOV DEC 5-6 DEC DEC DEC 26-27

12 60% Panic Saturday Boxing Day 59% 58% Cyber Five 57% 56% 55% 54% 53% 52% 51% 50% OCT

13 Store Locator Usage Store locator visits spiked on December 18 and dropped off after December % 6% 5% 4% 3% 2% 1% 0% 11/1/ /5/ /9/ /13/ /17/ /21/ /25/ /29/ /3/ /7/ /11/ /15/ /19/ /23/ /27/ /31/2015 Free Shipping Day Visits vs. Conversion Although visits dropped on December 18 compared to a typical day in December, conversion increased 5% on Free Shipping Day. 11% visits 5% conversion

12/3/2015 12/7/2015 12/11/2015 12/15/2015 12/19/2015 12/23/2015 12/27/2015 12/31/2015 Free Shipping Day Visits vs.

14 Highlights In Q4 2015, 31% of all online revenue was generated on a smartphone or tablet, an 8% increase from Q (page 3) Compared to Q3 2015, smartphone conversion increased 36% and tablet conversion increased 35%. (page 4) From Q to Q4 2015, smartphone AOV decreased 1%; tablet AOV showed no change. (page 4) In Q4 2015, 27% of all smartphone visits arrived direct, a 4% increase from Q (page 5) In Q4 2015, ios accounted for 61% of all smartphone visits; Android accounted for 39%. (page 6) From Q to Q4 2015, ios 9's share of total smartphone revenue increased 1,100%. (page 6) From Q to Q4 2015, ios 9's share of total tablet revenue increased 1,467%; Lollipop's share increased 25%. (page 7) In Q4 2015, the top five devices accounted for 68% of total smartphone traffic and 85% of total tablet traffic. (page 8) Retailers increased smartphone visits by 71% and conversion by 64% year-over-year by promoting early sales. (page 10) Despite early sales, Cyber Five conversion increased 23% compared to (page 11) Retailers saw the largest share of smartphone traffic on Boxing Day. (page 12) Smartphone conversion increased 5% on December 18 for Free Shipping Day. (page 13) 14 In Q4 2015, ios accounted for 71% of all tablet visits; Android accounted for 29%. (page 7) About Branding Brand Branding Brand builds better web, app, and in-store shopping experiences for 200 of the world s leading retailers. Each quarter, we identify commerce and consumer trends across samples of our clients in various industries, including apparel, health and beauty, and sporting goods. Visit blog.brandingbrand.com for more online shopping trends.

(page 4) In Q4 2015, 27% of all smartphone visits arrived direct, a 4% increase from Q3 2015. (page 5) In Q4 2015, ios accounted for 61% of all smartphone visits; Android accounted for 39%.

Holiday Ad Pricing & Strategy Guide. Driving Holiday Sales Profitably With In-Feed Advertising

Holiday Ad Pricing & Strategy Guide Driving Holiday Sales Profitably With In-Feed Advertising 2014 holiday spending is expected to grow 4.1% this year to $616.9 billion, representing almost 2 of the retail

Q4 2015: Mobile Commerce Trends. Q4 2015: Mobile Commerce Trends Branding Brand

What was the term for the change in change in Market Share?

What percentage of all smartphone visits were in 2015?

What did the market share of mobile sites generate?