Last Word: Ten Insights on The Future of Mobile
When I started the Two PM Links daily letter, it was for a small group of friends whose careers were tangential to: eCommerce, media, ad tech, fintech, data insights, and branding. These days, that few is well, more than I expected. I wanted a publication source to help me understand the relationships between the above sectors. And I wanted that source to be a daily reminder to learn. One of my goals was to provide a place that was without sensationalism, politics, or too much prose. Overall, just a great place to learn. So with that, here are nine eCommerce insights that you may find interesting.
- Almost half (49%) of eCommerce consumers expect a page to load in 2 seconds or less. Only 51% would “wait patiently.” Down from 63% five years ago.
- Nearly 1 in 5 consumers expect pages to load instantly. Japan leads the way with 34% of Japanese consumers expecting instant loads (.2 seconds or faster). In the United States, 18% of us expect instant loads.
- The number of consumers making purchases on mobile has jumped 2.5x in the past five years. Mobile traffic with “intent to purchase” passed 50% of all eCommerce traffic, for the first time in February 2016.
- Mobile remains the least satisfying eCommerce experience but responsive web design is helping. Additionally, Amazon has cracked the code for a better experience (native, one click payments). The Spring app is the first example of China’s TMALL.com approach to fashion retail.
- Mobile and tablet users are the most engaged eCommerce consumers. The majority of searches and comparisons are via mobile device.
- Consumers on mobile and tablet devices purchase more often than those on desktop. Only 15% percent of desktop only customers purchase more than once per week. Compare that to 35% of mobile users.
- Mobile and tablet shoppers spend more money than desktop shoppers. Mobile has an average spend of $2,352 versus $1,584 on desktops.
- 50% of Consumers experience problems during peak traffic. Shopify has helped non-technical online retail owners to avoid server crashes.
- Unhappy shoppers abandon websites and they won’t return. 22% will not return to a website where problems have concurred and 45% are less likely to return.
Thank you for responding to my recent ask to pass along 2PML to an industry colleague. The letter saw the biggest one-day jump in subscribers since letter #1! I will continue to provide value and unlocked subscriber content from the best sources in media.
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