Mobile in E-commerce: 30 charts, graphs and tables that will interest every marketer

2012 was the year of mobile traffic (finally). The use of smartphones and tablet computers has risen sharply in the past 12 months. These small gadgets, always at hand, have become an integral part of the daily life of many people.

Website owners should be aware of this. Mobile traffic will grow, so your resource should be equally convenient for all Internet surfers.

Smartphone: new body part

According to comScore, more than 120 million US residents owned a smartphone in 2012. Compared to 2011, the number of smart phone owners in the United States has grown by 30 million people. More than half of the customers of cellular operators in the US use smartphones.

48 million Americans own a tablet computer. In 2012, the number of tablet owners increased by 300% in the United States. The pill segment is the fastest growing in this country.

According to the consulting firm J'son & Partners Consulting, in the third quarter of 2012, sales of smartphones in Russia doubled compared to the same period in 2011. Experts of this company expect that by the end of 2012, Russians will buy more “smart phones” than laptops, netbooks and stationary PCs together.

The company comScore reports a significant change in the Internet landscape due to the rapid growth in the popularity of mobile gadgets. In particular, at the end of 2012, owners of smartphones and tablets in the United States consumed 15% of the total amount of digital media content.

Shares of operating systems

According to consulting firm Nielsen, Android remains the most popular OS among smartphone owners in the US. Apple holds a third of the market with the iOS operating system.

In Russia, the Android OS is also the most popular among smartphone owners. However, iOS is in fourth place, behind Symbian and Bada.

Do not leave home without a smartphone

According to Google, more than 80% of smartphone owners do not leave home without these gadgets. However, they most often use them at home.

66% of smart phone owners access the Internet at least once a day using a mobile browser. A third of smartphone owners will rather give up TV than a cell phone with enhanced functionality.

Mobile time

According to Nielsen, smartphone owners spend most of their time on chatting with friends using online chat, visiting social networks and making phone calls. However, they rarely use e-mail.

Underestimating the value of mobile traffic can harm your business. According to Dynamic Logic, a company specializing in evaluating the effectiveness of online communications, smartphone users in the US actively responded to various types of advertising in October 2012.

Where are you at?

According to Compete research, 74% of US smartphone owners use geolocation services.

And according to Google, 94% of users of "smart phones" determine the location of certain objects on the map. And 90% of them make decisions based on the data. At the same time, 27% of smartphone owners do it daily.

Mobile content consumption

Online games remain the most popular content among owners of tablet computers and smartphones. This data is provided by eMarketer in a report on a study of mobile content consumption by residents of the United States, conducted in June 2012.

Content Content / GadgetThe tabletSmartphone
Social networks48%50%
Local news38%30%
Movie and Cinema Information31%24%
National / international news30%19%
Online shopping29%14%
Sports Information26%23%
Institution information22%20%
Information about stores19%21%
Business applications17%13%
Search for information about the product seen in the store15%9%
Stock quotes and other information on financial markets14%6%

The number of mobile online gamers is growing

From 2010 to 2012, the number of gamers playing online games using mobile gadgets increased by 41 million people. By 2014, the number of mobile gamers is expected to grow by another 39 million people. The dynamics of changes are presented in graphs, data are shown in millions of people.

Mobile applications

According to a Google study, in May 2012, the average smartphone owner in the US installed 28 applications during the month, used 11 of them, while paying for six.

US smart phone owners spent an average of 127 minutes a day using mobile apps. This is a 35% increase compared to December 2011. The information was announced by Flurry and eMarketer.

Mobile games remained the most popular pastime of users. Social networks confidently held second place.

It is noteworthy that only two of the five most popular shopping applications were created by retailers. Online stores eBay and Amazon created them to compete with offline supermarkets.

You too can successfully compete with the mobile application. Have you already created a mobile app? It is time to turn to professionals for his promotion.

Mobile marketing

Mobile gadgets are another channel of communication with the audience for marketers. As you understand, the increase in sales is the main goal of working with users of smartphones and tablet computers for employees of sales departments. What other tasks they solve, creating applications for mobile users?

Mobile search

According to Google, 57% of smartphone owners in the US use search engines daily. 61% of users view only the first page of the issue when they are looking for any information.

According to Compete, 70% of search queries are completed with a conversion action, for example, placing an order in an online store, within one hour.

Advertising becomes mobile

American advertisers planned to increase the budget for mobile advertising so that in 2013 it was at least 5% of their total spending on ads. The investment company Cowen and Company obtained this information in a survey conducted in September 2012.

The cost of mobile advertising in the world reached 8.41 billion dollars in 2012, according to eMarketer. Growth will continue in the coming years, but its pace will decline.

In 2012, mobile advertising spending in North America surpassed that in the Asia-Pacific region. eMarketer is waiting for this trend to continue.

The table below shows the actual and projected expenditures for mobile advertising in the regions of the world (billion dollars).

Region / Year201120122013201420152016
North America1,26173,94847,162611,245116,117921,3917
Western Europe0,8451,64782,73534,29446,35578,3895
Latin America0,04260,07920,14020,25930,41490,5809
Eastern Europe0,03640,07040,1170,16210,21080,2614
Middle East and Africa0,00350,00710,01340,02280,03640,0583
The whole world4,08488,406713,581320,297528,450336,8733

Users notice mobile ads

Google has provided data that will interest advertisers. Where should mobile advertising be located so that owners of smartphones and tablets can notice it?

Only about 30% of advertisers believe that their mobile advertising is effective. This data should make marketers and ad creators think.

Watching videos with mobile gadgets

According to Google, 76% of smartphone owners watch videos, and 25% do it daily. According to the Interactive Advertising Bureau (IAB), 92% of users who watch videos share links to them with friends.

56% of users use the sharing buttons on social networks to tell friends about an interesting video. Two of the five respondents simply pass the smartphone to a friend so that he watches the video. A third of smartphone users share videos with friends weekly.

Mobile Shopping

Sites adapted for mobile gadgets more easily attract and retain customers. According to Google, three-quarters of users of smartphones and tablet PCs prefer mobile-friendly sites.

In particular,

  • 74% of smartphone owners are planning to visit the site adapted to mobile traffic again.
  • 67% of respondents are more likely to make a purchase on an adapted site.
  • 61% of users will quickly leave the site unfriendly to mobile traffic.
  • 79% of respondents will search for another site if they do not like the visited resource.
  • 50% of respondents minimize the frequency of visiting an unadapted site, even if it contains important information for them.

According to comScore, m-Commerce is growing at 30% per year. Consumers use both smartphones and tablet computers to make purchases. Last year, the frequency of using smartphones to search for information about goods or services increased by 50%.

About 13% of all online purchases during the holiday season 2012/2013 were made using mobile gadgets. Of these, 70% were made using "pills".

Size matters

From the point of view of content marketing, you will be interested in how people use different types of mobile gadgets. This will allow you to understand what content the owners of a particular device need.

Tablet owners are more likely to look for product information, while smartphone owners usually get information that can be consumed while on the go. Large screens of tablet PCs have the search for detailed information and reading. And the small size of smartphones stimulate consumers to get specific data, for example, information about the specification of goods, directly during their visits to stores.

How shoppers use smartphones

  1. 78% of consumers are looking for a store location.
  2. 63% of buyers check prices.
  3. 61% check the specification of goods immediately before purchase.

How shoppers use tablets

  1. 68% of users study the specification of the product immediately before purchase.
  2. 56% of buyers check prices.
  3. 53% read specialized product reviews.

Users more often made purchases and related activities during the 2012/2013 holiday sales season using smartphones. This is determined by the greater prevalence of "smart phones" compared to tablets.

Most often, the owners of smartphones studied the data on products, place orders and studied the offers of stores received by e-mail. It is noteworthy that more than a quarter of smartphone owners used a QR code to get product information.

Do you think purchases using mobile devices are made exclusively by schoolchildren and students who have too little money to pay attention to this category of consumers? According to Motorola Solutions, more than a third of American baby boomers (of the post-war generation) use phones to purchase goods.

Frequency of use / age groupGeneration Y (18-34 years)Generation X (35-49 years old)Baby boomers (50-64 years)
I use a mobile device for shopping64%52%37%
I use free access to Wi-Fi to receive information about products54%43%34%
Faster get full product information using a smartphone, than asking questions to a consultant46%36%19%
I have better access to product information than the store representatives46%38%32%

Mobile coupons: show me savings

More than half of mobile gadget owners use discount coupons that retailers distribute through their websites. Every fifth buyer uses coupons, which can be obtained using retailers applications. Consumers respond faster to lucrative offers than to brands.


According to e-Marketer, in 2012, Americans bought almost $ 25 billion worth of goods and services using smartphones, tablets and other mobile gadgets. These statistics are not including sales of tickets for transport, as well as movie tickets, concerts, etc.

In the coming years, consumers will be more likely to use tablets for shopping than smartphones. This is due to the growing popularity of "pills". The table provides data on the actual and projected volume of mobile purchases in the context of gadgets.

Mobile gadget / year201120122013201420152016
The amount of purchases using tablets in billion dollars5,4513,8624,034,3346,4461,06
Growth in purchases using tablets348,1%154,2%73,2%43%35,3%31,5%
The amount of purchases using smartphones in billions of dollars7,59,8613,4416,6920,4924,32
Growth in purchases using smartphones117,5%31,6%36,3%24,2%22,7%18,7%
The volume of purchases using other mobile gadgets in billions of dollars0,680,940,961,151,371,48
Growth in purchases using other mobile gadgets68%37,5%2,5%19,5%19%8,1%
Total mobile purchases in billions of dollars13,6324,6638,452,1768,2986,86
Growth in mobile purchases in general168,9%81%55,7%35,8%30,9%27,2%

Multi-screens make multi-tasking

The growing popularity of smartphones and tablet computers makes people do several things at the same time. Of course, people loved to do this before the advent of mobile gadgets. However, modern devices create good conditions for solving several tasks at once.

According to Gian Fulgoni from comScore, a person increases content consumption by using several devices at the same time or one multifunctional device.

We illustrate this with a conditional example. Suppose a person watches TV, consuming media content. Also assume that it consumes 100 units of content per hour. When a person watches TV at the same time and uses a smartphone to surf the Internet and communicate with friends on social networks, he consumes 75 units of content per hour through the TV, as well as 75 units of content per hour via smartphone. Total content consumption increases to 150 units per hour. At the same time, the consumption of information increases as the number of simultaneously used gadgets increases.

Instead of conclusion

Every marketer has to reckon with the growth of the m-Commerce sphere already in 2013. The future has come, make the appropriate changes to your marketing plans.

Adapting Mobile Marketing: 29 Charts Every Marketer Needs Heidi Cohen.

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