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MOBILE COMMERCE INDEX
APRIL 2015
BRANDING BRAND
brandingbrand.com
2VISITSIn April 2015, mobile devices generated 52% of all online visits, a 11% increase from April 2014.
APR2014 30%
47%
17%
Mobile
TabletSmartphoneTotal Visits: 135,332,090
53%
Desktop
38%
52%
14%
Mobile
TabletSmartphoneTotal Visits: 138,062,272
APR2015
48%
Desktop
Compared to April 2014, desktop’s share of total online visits decreased 9%; smartphone’s share increased 27%.
YEAR-OVER-YEAR CHANGE IN MARKET SHARE
Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; April 1 - 30, 2014 & 2015
Desktop
9%Tablet
18%Smartphone
27%
brandingbrand.com
brandingbrand.com
REVENUE 3
In April 2015, mobile devices generated 27% of all online revenue, a 23% increase from April 2014.
Compared to April 2014, desktop’s share of total online revenue decreased 6%; smartphone’s share increased 63%.
YEAR-OVER-YEAR CHANGE IN MARKET SHARE
Desktop
6%Tablet
0%Smartphone
63%
Total Revenue: $300,873,246
78% Desktop
22% M
obile
APR2014
8%Smartphone
Total Revenue: $320,171,078
73% Desktop
27% M
ob
ileAPR2015
13%Smartphone
Tablet14%
Tablet14%
Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; April 1 - 30, 2014 & 2015 brandingbrand.com
4
YEAR-OVER-YEAR CHANGE IN CONVERSION RATE
Desktop
2%Tablet
11%Smartphone
31%
CONVERSION
APRIL 2014 APRIL 2015
3.25%
Desktop DesktopSmartphone SmartphoneTablet Tablet
3.19%
1.10%
2.46%
0.84%
2.22%
In April 2015, the average mobile conversion across all industries was 1.78%, a 16% increase from April 2014.
Compared to April 2014, desktop conversion decreased 2%; smartphone conversion increased 31%.
Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; April 1 - 30, 2014 & 2015 brandingbrand.com
5
brandingbrand.com
TRENDING PURCHASES
Data Used9 U.S. Apparel Smartphone Sites on Branding Brand’s Platform; January 1 - April 30, 2015
Pants Capris/Crop Shorts Long Sleeve Shirts T-Shirts Tank Tops
148%
83%
15%
29%
12% 15%
In April 2015 compared to Q1 2015, shorts purchases increased 148% and sleeveless shirt purchases increased 83% as a percentage of all items ordered.
6QUICK HIGHLIGHTS
ABOUT THE MOBILE COMMERCE INDEX
The Branding Brand Mobile Commerce Index (MCI) is the largest collection of data on retail websites specifically designed for mobile devices. Each month at blog.brandingbrand.com, the Index identifies commerce and consumer trends across samples of Branding Brand clients in various industries, including apparel, health and beauty, and home goods.
In total, Branding Brand’s platform powers the mobile websites and apps of over 200 major retailers around the world.
• In April 2015, mobile devices generated 52% of all online visits, a 11% increase from April 2014. (pg 2)
• In April 2015, mobile devices generated 27% of all online revenue, a 23% increase from April 2014. (pg 3)
• Compared to April 2014, desktop conversion decreased 2%; smartphone conversion increased 31%.(pg 4)
• Compared to April 2014, desktop’s share of total online visits decreased 9%; smartphone’s share increased 27%. (pg 2)
• Compared to April 2014, desktop’s share of total online revenue decreased 6%; smartphone’s share increased 63%. (pg 3)
• In April 2015 compared to Q1 2015, shorts purchases increased 148% and sleeveless shirt purchases increased 83% as a percentage of all items ordered. (pg 5)
• In April 2015, the average mobile conversion across all industries was 1.78%, a 16% increase from April 2014. (pg 4)
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