Mobile Retail Traffic to Double This November
The question still remains: Is 2011 the year of mobile? The answer could be decided based on the month of November alone. The IBM Coremetrics Benchmark study forecasts that during November, thanks in large part to Black Friday and Cyber Monday, 15 percent of the U.S. population will visit a retailer's website via a mobile device.
Analyzing data from more than 500 leading U.S. retailers’ websites, the study forecasts all e-commerce transactions in November will increase up to 15 percent from last year. The growing influence of mobile devices such as iPads and Android phones is a key factor for this growth. In October, nearly 11 percent of consumers used a mobile device to visit a retailer's site, up 4.2 percent versus last year. What's more, m-commerce sales continue to rise, reaching a high of 9.6 percent in October, an increase of 3.4 percent from October 2010.
In October 2011, iPhone users accounted for 4 percent of all mobile traffic, with Android users totaling 3.5 percent. iPads will account for more retail purchases than any other mobile device. In October 2011, iPad users had a 6.8 percent conversion rate compared to a 3.6 conversion rate on all other mobile devices.
And don't forget about the influence social media has on e-commerce. In October, 9.2 percent of consumers who visited a retail website via social media made a purchase, compared to 5.5 percent last year. Facebook accounted for 77 percent of this traffic.
“This November holiday season will mark the true advent of the post-PC era with consumers demonstrating a heightened interest in adding mobile devices to their holiday shopping arsenal,” said John Squire, director of product management at IBM Industry Solutions, in a company press release. “In response, savvy retailers must invest in delivering hyperpersonalized, smarter commerce shopping experiences that are capable of building loyalty through multiple channels with exceptionally relevant promotions, free shipping and more.”