Consumers are accessing online retail websites through their mobile phones at increasing rates! Is your site greeting them? Is it easy to navigate and does it have the functionality consumers are looking for? Or is it an exercise in futility for the visitor?
If you haven’t paid attention to the experience of your website and brand through a cell phone, then NOW is the time to do so. 56% of online buyers have an internet-enabled cell phone – and nearly a quarter of this group is visiting retail websites from a mobile phone. This is up from ~ 17% in Q3 2009 – HUGE growth year over year.
In Q4 2010, leading shopping-related activities included browsing websites, locating nearby stores, and tracking existing orders. 14% are buying through their phones – up from 10% in 2009!
Almost as many customers who shop from their phone are posting items they like to Facebook. We therefore truly see mobile, social, and shopping converging among a respectable percent of customers, especially among the GenerationY and GenerationX set.
Mobile Device Outlook
Blackberry’s still rule the roost, with 27% of marketshare (defined as those who own an internet-enabled cell phone), followed closely by the iPhone at 24% in Q4 2010. This gap closed substantially compared with the previous year, however, where Blackberry had 29% of the market, while the iPhone had only 18%. Droid came in third, but most online buyers who did not own an internet-enabled cell phone are planning to get a Droid (27%), far more than the iPhone (16%). We will see how this changes given the most recent announcement by Verizon to offer the iPhone 4 in February 2011.
How this data can help online retailers:
Make sure that your site can be easily accessed and is legible from a < 2’’x3” screen. Be sensitive to the legibility and screen touch needs that might make order tracking and store location a challenge.
A web-enabled site will catch the most customers given the diversity of phones and the still ever-changing landscape. We are personally fans of sites that recognize that we are entering from a mobile phone and automatically adjust accordingly – removing anything that takes a long time to load and makes the rest of the page too small to read or touch.
We plan to run this Mobile Study again to continue to trend data and stay on top of consumer thoughts and intentions in the ever changing landscape. Let us know if there are specific areas or questions that interest you the most. Our goal is to make this insight into the minds of consumers as useful as possible to continue to grow ecommerce.