M-commerce predictions for the holiday shopping season foresee heavy sales

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Mobile shoppers are expected to make 20 percent of online purchases.

The figures from the IMRG Capgemini Quarterly Benchmarking Index have been released, and are now revealing that of all of the holiday shopping season purchases that are made this year, it is expected that up to 20 percent could come from mobile ommerce sales.

Site visits by way of smartphones and tablets should reach 30 percent during that time.

The latest index showed that in the second quarter of this year, the percent of online sales that occurred through m-commerce increased to 11.6 percent, which is a rise of 3.4 percent over the same time last year.

M-commerce represents a choice that has been increasing notably among consumers since 2010.

In the United Kingdom, there has been a rise in online sales through mobile commerce by 2,900 percent since that time. In the first quarter of 2010, m-commerce represented only 0.4 percent of all online sales, compared to its current position at 11.6 percent.

There has also been a massive increase of site visits over smartphones and tablets throughout the second quarter this year. They have now reached 21.1 percent, from having been 16.4 percent the quarter before. That said, experts are cautioning that these stats not be taken at face value, as there has also been an increase in bounce rates.

Over the length of the second quarter, the bounce rates from site visitors increased to an astounding 29 percent, which is the highest rate that has been recorded in the last two and a half years, since the creation of the index. This helps to show that many sites are failing to meet the high expectations among mobile consumers.

The average bounce rate in 2010 had been 22 percent, which rose to 24 percent last year before it reached the 28 percent this year at the same time.

IMRG chief information officer, Tina Spooner stated that “While the share of online sales going through mobile devices continues to grow impressively, the actual final conversion side of it is only part of the story.” This has placed retailers into the hands of the consumer, as m-commerce is being directed specifically by their demands.

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