Wednesday, January 18, 2012

Santa Continues to Go Mobile

The NRF reported that 2011 holiday sales were $471.5 billion, an unadjusted increase of 4.1 percent year-over-year. Lean inventories, strong promotions were contributing factors. Based on the level of discounting I witnessed, I question the margins retailers actually achieved. Regardless, this much I do know – Santa continues to go mobile.

Read On:
There are numerous studies published about the number of smartphone users in the U.S. The resource I usually quote during my mobile presentations is comScore. Recently comSource indicated there are 91.4 million smartphone users (38 percent of all mobile users). Nielsen just released a higher figure and now project 44 percent of all mobile users own smartphones. One fact that is consistent, mobile was a bright spot for retailers this past holiday season. Let me share some facts:

· Google conducted research and revealed that 79 percent of consumers use their smartphones to assist smart shoppers to find product information, locate retailers and perform price comparisons; 70 percent use their smartphones when they are actually in a store.

· Mobile browsing on Black Friday for in-store and online bargains increased from 5.6 percent in 2010 to 14.3 percent in 2011.

· PayPal reported a 397 percent increase in the number of consumers shopping via PayPal Mobile on Cyber Monday 2011 compared to 2010.

· IBM Coremetrics released a study that tracked mobile usage December 25th and 26th; online sales via mobile increased year-over-year 172.9 and 117.8 percent respectively. Note: Traffic from mobile devices accounted for 18.3 percent of overall web traffic during those two days.

Good news for those monitoring the adaption of QR codes (yours truly) during the past holiday season. A new survey indicated that half of smartphone owners scanned the 2-D codes during their purchasing process; 18 percent ended up making a purchase while 21 percent shared the information with someone.

Another one of my reliable sources, eMarketer estimates that when the final data is tabulated, 2011 mobile advertising spending will be $1.23 billion. No surprise, based on the mobile revolution we are experiencing. These expenditures which include display, search, text ads and video, will reach $4.4 billion by 2015.

Santa continues to be bullish about going mobile. Are you?

1 comment:

  1. In my research for the social networking workshop I am conducting, I ran across a statistic that indicated that 80 million NEW smartphone users would come online in the next two years. Amazing.