Thursday, October 9, 2014

Mobile Migration: Online Shopping Goes Mobile

Forrester reporting:
Shopping in the U.K. isn’t what it used to be. In fact, it’s not even what it was just a year ago. Today, retailers are finding that more and more consumers are shopping from their mobile devices rather than their desktops and laptops — a shift that presents new opportunities for interaction and engagement.

Data from Nielsen shows that the number of shoppers accessing major retail sites from their Android devices grew by an average of 48% in the 12 months ending June 2014. During that same period, the number of users visiting the same retail sites from their desktops and laptops decreased by an average of almost 20%. Of the retailers evaluated, Groupon experienced the biggest drop in desktop and laptop usage, across its audience base across these more traditional methods fell by one-third in the last year.

Today, Groupon’s mobile user base is bigger than its desktop/laptop user base. While retailer John Lewis also saw a 20% drop in its desktop/laptop user base, it more than doubled its mobile user base, which grew 114% year-over-year.

Year on Year comparison of desktop & laptop user base vs. Android (June 2014 vs. June 2013)

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