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BizReport : Ecommerce archives : February 13, 2014

Nexage: 2013 holidays pushed more brands into mobile

Just over $46 billion was spent online over the 2013 holidays according to comScore, and mobile was a nice slice of the retail pie. Bigcommerce reports mobile spending was up by about 50% over the holiday season. The big news, however, isn't that consumers are spending via mobile - but that retailers and other brands are beginning to catch up to those consumers through mobile advertising.

by Kristina Knight

New data out from Nexage indicates the 2013 holidays weren't just a time for shoppers to reap online and mobile rewards, but for brands to push farther into the mobile space. According to their survey more than one-third of executives believe mobile (phone-based and tablet-based) screens are strategic for their overall campaigns. Some interesting findings from the data, which focused on the Nexage Exchange, include:

• Total mobile spending (all advertisers) increased 80%
• Between October and December 2013 the Brand Spend increased 153%

"During the 2013 holiday season, retailers aggressively embraced mobile advertising to adapt tothe consumer shift and drive both m-commerce and in-store sales," was written in the Nexage report. "Mobile advertising spend by retailers on the Nexage Exchange reflected consumer behavior during this time:
• A ramp up through Black Friday: Spend on Black Friday was 29% higher than the daily average in the preceding weekend and 21% higher than the daily average in the following week.
• A focus on weekends: During the three weeks after Black Friday, daily retail spend more than doubled (103%) on Saturdays, as compared to other days."

What does this mean for brands? Nexage's experts believe this growth cycle points to a shift in how advertisers and brands spend ad dollars; mobile spending is expected to push past online spending by 2017.

Image via Shutterstock

Tags: ecommerce trends, M:Commerce, mobile commerce trends, mobile marketing, Nexage

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