Syda Productions/Adobe Stock
Mobile is hitting a new milestone. For the first time ever, mobile holiday shopping visits are expected to surpass desktop visits during November and December of 2017.
Adobe Digital Insights predicts that mobile (a combination of phones and tablets) will make up 54% of holiday shopping visits compared to 46% from desktop. In 2015, mobile made up just 45% of visits.“Mobile is a huge opportunity this holiday season, and the retailers that deliver the best experience are the ones that will close the deal,” said Taylor Schreiner, principal analyst at ADI told CMO.com. “The key is going to be making the mobile experience helpful to the customer, wherever they are in their shopping journey.”
It’s not difficult to realize why mobile visits are up. Everyone seems to be scrolling through their phones non-stop and more people than ever are discovering products on social media. In fact, a forthcoming Curalate survey of 1,000 U.S. consumers found that 76% have bought an item they’ve seen in a brand’s social media post.
Will those mobile visits become mobile conversions? Not exactly. Mobile is only expected to make up 34% of online purchases this holiday season. Here’s how it breaks down:
- Smartphone conversions are expected to rise 26% this season and make up 24% of all purchases.
- Tablet purchases are expected to fall by 9% and make up 10% of purchases.
- Desktop revenue is expected to fall 6% and make up 66% of purchases.
For some, it’s a practical matter. Inputting a shipping address, billing address, and credit card number is an enormous pain on a five-inch phone screen. Others will find a product on mobile, then complete a purchase on desktop where product images are larger.
To make its 2017 holiday shopping predictions, ADI analyzed 1 trillion visits to over 4,500 retail websites, 55 million SKUs, and 12 million social mentions. They also conducted companion survey research with 1,100 U.S. consumers.
More Holiday Shopping Predictions for 2017
- The 2017 holiday season is expected to increase 13.8% year-over-year to $107.4 billion. That’s the first time holiday sales will eclipse the $100 billion mark.
- Thanksgiving weekend expected to account for $19.7 billion. That’s one-sixth of all money spent online during the entire holiday season.
- Large retailers should get the majority of online sales this season. They grew twice as fast as other retailers during the first half of 2017.
How can brands increase conversions from mobile visitors? Partner with Curalate. On average, our clients achieve: 79% increases in time-on-site, 16% jumps in average order value and 31% increases in conversion rate. What can Curalate do for your business? Contact us to find out.
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