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:
- Make it easier or cheaper to shop on mobile.
- Use the mobile experience to drive to the desktop.
The Ten Overall Trends for 2016
- 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.
- 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.
- The smartphone app will account for the majority of all digital media consumption.
- Mobile ad spend will get unlocked as measurement standards come into place.
- Social media will increasingly revolve around video content.
- Platform publishing optimization will emerge as digital’s newest cottage industry.
- Just as small screen viewing is shifting to the tiny screen, the big screen will be increasingly fought on the small screen.
- Wider availability of over-the-top (OTT) content will grow the Total Video pie, not cannibalize it.
- Mobile commerce will surpass 20% share of total retail dollars spent on digital: Mobile is clearly the strongest force in these ten trends.
- Content curation will emerge as a key area of tech and startup innovation.
“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>.