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BizReport : Mobile Marketing : December 30, 2015

Forecast: MComm to skyrocket in 2016

If the 2015 holiday season has shown us just one thing it is that mobile commerce is taking off. And, according to one forecast, the m:commerce trend will continue to skyrocket into 2016.

by Kristina Knight

comScore reported earlier this holiday season that mobile commerce increased 53% between Cyber Monday 2014 and Cyber Monday 2015; in fact, their researchers credit m:commerce with pushing the total digital spend for Cyber Monday past the $3 billion mark.

Those numbers are in line with what Bizrate Insights, a division of Connexity, believes we will see through 2016. Their new forecast predicts m:commerce will see an upswing of at least 65% (2015 to 2016). Why such a sharp increase? The report points to the increases from 2014 to 2015 during the holiday season.

For example, in November 2014 mobile orders accounted for about 15% of digital sales, but in November 2015 mobile orders accounted for more than 25% of digital orders. They predict during the 2016 holiday season mobiles could account for upwards of 40% of digital ordering.

Their forecast further predicts that the driving force behind m:commerce will be smartphones and not tablets. During the 2015 holiday season tablet orders began trending down while smartphone orders began trending up; experts believe this trend will continue into 2016. The divider in how mobile shoppers will buy is by device, however. Apple users continue to buy more on tablets vs. smartphones.

"Retailers - in fact all consumer facing brands - need to ensure that their online experience and all core actions work properly and intuitively on iPhones, Android phones and iPads," said Hayley Silver, Vice President, Bizrate Insights. "Prioritize development projects and QA tasks based on your customer experience and satisfaction by device, OS and browser...Brands should measure customer satisfaction before and after all major releases, especially those that are integral to purchase. Considering the percentage of mobile website purchases projected for 2016, focusing exclusively on your in-app experience may alienate new visitors, thwart conversion or damage your brand."

Image via Shutterstock

Tags: Bizrate Insights, Connexity, m:commerce trends, mobile commerce, mobile marketing

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