Native apps command about 86 percent of U.S. consumers’ mobile time, or about six times more than the mobile web does, according to a mobile analytics report by Flurry. But what exactly is mobile and do people use mobile devices, tablets and Smartphones, the same way? From preliminary research the answer to that question would be “no”.
While mobile accounts for 15% of site traffic, ShopVisible’s retail data shows that only 4% of orders are placed from these devices. This supports the notion that mobile users are looking for an easy experience when visiting a site from their device; however, even though they are increasingly browsing from these devices, they still tend to transact more in a traditional web experience. Mobile users do behave differently, even on sites that are optimized, and conversion will likely always be lower than desktop or tablet traffic; however, when mobile users do purchase, the Average Order Value stays consistent with that of an order placed via Desktop.
comScore estimates the Consumer Goods mobile audience to be almost 85 million people in the U.S., reaching 85% of the total active mobile audience. However, this group is still growing due to continued smartphone and tablet penetration. According to comScore, smartphone ownership was up 129% year-over-year to account for 54% of the total mobile audience in 2012, while tablet ownership was up 194% year-over-year to account for 21% of the mobile audience.
To marketers, the prospect of reaching shoppers through their smartphones is tantalizing. But mobile doesn’t always mean on the go. New data show that 68% of consumers’ smartphone use happens at home. And users’ most common activity is not shopping or socializing but engaging in what researchers at BBDO and AOL call “me time.” What was more surprising from the study was that 68% of all mobile minutes are in the home.