According to IBM Benchmark, m-commerce sales during the Valentine’s Day week this year tripled in comparison to last year. This activity solidifies what some have perceived as a “fleeting” trend in the rise of m-commerce during Holiday 2011, during which 12% to 15% of retail site traffic came from mobile devices. Last week for Valentine’s Day, 14.5% of sales came through mobile devices. The key categories affected by this trend are:
- Health & Beauty (share of mobile sales increased from 7% in 2011 to 18% 2012),
- Jewelry (10% to 22%) and
- Intimate Apparel (8% to 20%)
A lot of m-commerce and t-commerce Holiday sales may be seen as panic or impulse buys, but the rising trend is something businesses should adjust their marketing plans for. Though consumers may still want the touch and feel that brick-and-mortar provides, handhelds give the convenience of shopping around, both online and offline, and then making the final purchase anywhere and at any point of time. Mobile ads comprised only 1% of business’ total 2011 ad spend according to Flurry, a mobile analytics firm. This statistic is likely to rise this year, and the businesses who will be the quickest to act and capitalize on this emerging segment will be the ones who will see the largest results.
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