Mobile shopping revenue still rising, but in-store is a mixed bag

Mobile shoppers are spending more time and money making purchases on their smartphones, but their behavior in-store is a little more difficult to read according to recent reports.

Branding Brand's Mobile Commerce Index for July 2014 found that all three of the major metrics it tracks were up compared with July 2013 including smartphone visits (24.9 percent), orders (73 percent) and especially revenue (97.6 percent). The Index samples 26 clients across various retail industries.

The numbers serve as further confirmation that mobile is the place for retailers to invest their digital dollars right now. Smartphone-generated online visits increased to 34.9 percent in July 2014 (with the majority still coming from iOS devices), a 20 percent increase year-over-year. Desktops still hold the majority of market share when it comes to visits, but just barely with smartphones and tablets accounting for 49.6 percent of the market.

"Our real time data shows decisively that smartphone activity in retail is surging, with the highest percentage of growth consistently in revenue," said Chris Mason, Branding Brand co-founder and CEO.  "We expect to see the maximum impact of this record-breaking, year-over-year trend hit during the 2014 holiday season as consumers flock to fully-optimized mobile websites offering exclusive seasonal sales, customized vibrant imagery, and a no-stress shopping experience."   

Meanwhile, the habits of mobile shoppers in physical stores are less definitive. Euclid's monthly retail benchmark found that store traffic dropped 6 percent in July compared to a year ago, and 9 percent of shoppers left less than five minutes after entering a store.

On the bright side, 8 percent of shoppers who passed stores decided to go inside, an increase year-over-year, and most shoppers who did enter stores spent nearly 27 minutes inside, and 18 percent increase year-over-year.

Euclid tracks the locations and movement of smartphones to collect data on millions of shopping trips, making it a good indicator of mobile shoppers' behavior in brick-and-mortar stores.

For more:
-See this Branding Brand report
-See this Euclid report

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