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BizReport : Ecommerce : December 01, 2016

Reports: Mobile hot but not everyone is buying

Three new reports out this week show just how shoppers are - and are not - buying this holiday.

by Kristina Knight

First, when it comes to holiday perks - like free shipping or bigger discounts - the perk is still not enough for many shoppers. According to new Salient Management data just over one-third (37%) of shoppers surveyed say things like in-store pickup, extended holiday hours, and even online/mobile buying options don't make holiday shopping less more convenient for them. In fact, only Millennials thought these holiday perks made shopping more convenient.

Meanwhile, although ecommerce had a strong showing for the Thanksgiving Weekend, new Barilliance data shows that not everyone who started an online shopping cart actually bought those items. Their data shows cart abandonment rates of more than half for desktop (63%), tablet shoppers (64%), and mobile shoppers (78%). And, retargeting of those cart abandoners only resulted in 17% conversion rates.

And, AppsFlyer data indicates that the Wednesday before Thanksgiving might be the new Black Friday for shoppers. Researchers found that in-app events performed 54% higher than average on Wednesday, and that app installs were also 10% higher. Other interesting findings from AppsFlyer includes:

• Thanksgiving Weekend showed 75% more revenue than other November weekends
• In-app purchasing increased 100% on both Android and iOS devices
• Shopping apps showed a 15% download increase

Tags: AppsFlyer, Barilliance, ecommerce, m:commerce, mobile commerce, Salient Management

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