Mobile Shopping Up; Social Shopping Down
Mobile shopping rose in the second quarter while social media sales fell according to a new report from IBM. The IBM Retail Online Index, a cloud-based analysis of the online retail sector, said retailers saw 15% growth in sales from mobile devices, but a 20% decline in sales in social media based on a much smaller base over this three-month period. Over the second quarter mobile commerce rose 14% to 15.1% of all online purchases, which there was a 20% drop in social shopping. Some reasons for the social disease: a disconnect between CMO and CIO; no clear idea about how to use social media for marketing. There were, for example, fewer deals offered through social channels than in the first quarter.