The Cross Platform Present and Future

The Cross Platform Present and Future

As of Q4 2015, total digital commerce reached $92.5 billion. About 83%, $79.9B, was from desktop sites, the rest, $15.6M, was from mobile commerce, which represents the largest spending on mobile devices ever.

These statics come from this report from comScore, titled, “2016 U.S. Cross-Platform Future in Focus.” In this post, we will highlight a few statistics related to m-commerce and future trends from the report. If you’re interested in the whole report, click the link at the start of this paragraph.

Mobile Commerce is Growing Fast

“2015 was a huge year for mobile commerce, seeing annual growth of 56% and gaining a larger share of retail dollars. Desktop ecommerce is still experiencing moderate growth at 8%, but it has dipped into single digits as mobile continues to emerge as a buying platform.”

These statistics points to impressive growth in m-commerce and a lagging growth in desktop ecommerce.

However, conversion is an issue in m-commerce:

Consumers are spending massive amounts of time browsing retail websites on their phone, but they’re buying on their desktop.

Retailers should use this in one of two ways:

  1. Make it easier or cheaper to shop on mobile.
  2. Use the mobile experience to drive to the desktop.

The Ten Overall Trends for 2016

  1. 2016 will be the year of cross-platform: Your customers don’t follow any linear path to purchase anymore. So, make sure you provide them a unified experience across platforms.
  2. Digital audience growth will subside, leading to a renewed focus on engagement and attention metrics: It’s no longer about getting more views or clicks, it’s about keeping people on your site.
  3. The smartphone app will account for the majority of all digital media consumption.
  4. Mobile ad spend will get unlocked as measurement standards come into place.
  5. Social media will increasingly revolve around video content.
  6. Platform publishing optimization will emerge as digital’s newest cottage industry.
  7. Just as small screen viewing is shifting to the tiny screen, the big screen will be increasingly fought on the small screen.
  8. Wider availability of over-the-top (OTT) content will grow the Total Video pie, not cannibalize it.
  9. Mobile commerce will surpass 20% share of total retail dollars spent on digital: Mobile is clearly the strongest force in these ten trends.
  10. Content curation will emerge as a key area of tech and startup innovation.

 

Source:

“2016 U.S. Cross-Platform Future in Focus.” comScore. 2016. Mar. 30. comScore. <https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/2016-US-Cross-Platform-Future-in-Focus>.

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