No matter what anyone thinks is the state of mobile
commerce today, the massive number of data points around it can make it look muddled, at the very least.
Over the last few weeks, we’ve received a firehose of mobile
research studies showing various aspects of mobile commerce, regarding shopping behavior, mobile payments and revenue measurements.
I thought it might be helpful to aggregate some
of this research into one place, so here’s a roundup of some of the recent research, sorted by percentages, to give you an idea of the direction of at least parts of the market. The percentages
are listed in ascending order with the sources noted at the end of each.
- 7% -- Mobile shoppers who enter a store and leave within five minutes. (Euclid)
- 13% --
Percentage of online consumers who have made an in-store purchase via PayPal. (Baird Equity Research)
- 20% -- Percentage of app downloads on Android, compared to 17% for Apple
- 24% -- Retailers who allow mobile redemption in loyalty program. (Capgemini Consulting)
- 28% -- Retailers who have the capability to deliver on
consumer mobile desires. (Accenture)
- 30% -- Consumers 16 to 34 years old who use shopping apps monthly. (Global Web Index)
- 32% -- Consumers who say retailers need to improve the
shopping experience by integrating online, mobile and in-store. (Accenture)
- 34% -- Percentage of online sales globally made via mobile device. (Criteo)
- 34% -- Retailers who had the
same pricing in-store and online for more than 80% of the items assessed. (Accenture)
- 39% -- Consumers who say retailers need to do more work on in-store shopping activities.
- 39% -- Consumers who would take advantage of in-store mobile offers. (Accenture)
- 40% -- Percentage of iPhone 6 owners who have at least tried Apple Pay. (Baird Equity
- 43% -- Consumers use mobile apps to shop. (Redshift Research for Oracle)
- 45% -- Want real real-time mobile promotions while in a store. (Accenture)
- 50% --
Consumers who say in-store apps that enable product search would enhance their shopping experience. (Redshift Research for Oracle)
- 61%. Consumers use their phones to compare prices in a
- 67% -- Consumers using a smartphone to enhance their shopping experience. (Redshift Research for Oracle)
- 68%. Consumers who worry how personal data is used by
companies. (Global Web Index)
- 70% -- Mobile shoppers who want visibility of stock via mobile device. (Redshift Research for Oracle)
- 70% -- Percentage of those using a mobile
shopping app who make a purchase. (Global Web Index)
- 75% -- Consumers who use their phone while shopping. (InReality)
- 79% -- Retailers who use mobile for loyalty rewards.
- 82% -- Consumers who expect a retailer’s price to be the same in-store and online. (Accenture)
- 90% -- Consumers 18 to 35 years old who use their
phone while shopping. (InReality)
The percentages pretty much speak for themselves.