Mobile Gets Traffic, But Desktop Gets Online Sales 01/07/2015.
Mobile Got Traffic, But Desktop Gets Online Sales
by Jack Loechner,
The rise of Mobile was no exception over the Christmas shopping period, but shoppers are still preferring the desktop for making a purchase. This article puts it into perspective with actual stats and insight on the trends and the channel.
“People are browsing and buying more on mobile… ” says Jay Henderson, director of IBM Smarter Commerce, “… but they’re browsing and buying even more on desktops… it’s easier to input personal information there… and there are product categories… often higher-priced items… that are easier to inspect on a larger screen…”
Traffic on desktop PCs were 43% of traffic on e-commerce sites during Xmas, but they accounted for 2/3 of online sales for the day. Average order values were $107.72 on desktop compared to $88.70 on mobile devices.
Mobile devices clocked 57.1% of online traffic to retail sites on Christmas Day, an increase of 18.6 percentage points from a year earlier, and 34.8% of sales, up 20.4 percentage points.
According to the IBM Digital Analytics Benchmark, reported by DMNNews, shoppers who have grown more comfortable with shopping and buying on mobile devices powered an increase of more than 8% in online sales this Christmas Day. Mobile purchases alone rose 20% and accounted for 35% of total sales.
Interestingly Apple IOS is taking the bulk of the mobile eCommerce with 27% of online sales, approx. 4 times that of Android (under 8%). The reason may be that it is easier for people to navigate and buy on iOS.
For more information see te full report and statistics at http://www.mediapost.com/publications/article/241068/mobile-got-traffic-but-desktop-gets-online-sales.html
Consumer Trends 2014: Explosion in mobile bookings – Travel Weekly.
According to Travel Weekly’s 2014 Consumer Trends survey, the percentage of travelers who have used a mobile device to purchase travel surged, from 23% in 2012 to 38% in 2014.
PhoCusWright studies shows that consumers are mostly using their mobile devices for shopping which is far greater than those who book on a mobile device. PhocusWright also notes bookings are rising, with hotels and car rentals leading the way. Rose predicts that by the end of 2014, 50% of Americans will have booked some kind of travel product on a mobile device.
The phone tablet mobile device (a cross between a smartphone and a tablet — the “phablet”) — is expected to lead to an explosion in travel bookings.
Mid-Year Review: The Rising Tide of Mobile Bookings – How Hoteliers Can Stay Afloat : HeBS Blog.
Stats Tell the Story
Percent Increase/Decrease in Results in First Half 2014 vs. First Half 2013:
Source Pageviews Visits Bookings Nights Revenue
Mobile 58.0% 50.9% 86.6% 61.1% 123%
Tablet 11.7% 14.8% 18.0% 16.7% 10.5%
Desktop -13.8% –15.7% -4.4% -8.4% -3.0%
Hotel website desktop visitors declined by 16% approx., while mobile increased by nearly 51%. Mobile bookings increased 86% and revenue increased by 123%.
In the face of overwhelming evidence that mobile is the future, HeBs suggests that “hoteliers should treat all three screens as separate marketing, distribution and customer engagement channels and should optimize their presence in all three channels to provide the best user experience on each device (desktop, mobile, tablet).” One of the wasy to do this is with Responsive Web Design (RWD).
RWD Case Study Barbados Tourism
The team at AXSES who authored the MobileChecklist Report and many mobile case studies advocate a Responsive Web Design (RWB) for may application but not all. The Team share their tools, advise, resources and strategies freely on videos webinar replays and tutorials on YouTube – see Mobile Webinar Replays >>
HeBs agrees saying: “Adaptive web design aka Responsive Design on Server Side (RESS)—does the work for the hotelier, meaning they don’t have to manage three different websites.” It added that we cant leave out threats and opportunities arising from wearable devices, connected car devices, etc.
It really is a Multi-channel world and “Multi-channel marketing should become the centerpiece of every hotel marketer’s overall strategy.”
Also its important to note that the majority of mobile bookings come via the voice channel. With over 41% of website visitors utilizing the non-desktop channel, call analytics is now a necessity for hoteliers.
The HeBS Digital and Navis Case study showed 44% of a property’s online marketing revenue was made through voice reservations, thus leading to a shift in marketing spend and increased ROIs for the client.
Its a great report and a must read for all in hospitality.
Also see RWD Case Study
Mobile offers economic way to market hotels.
The Mobile Marketing Association estimates the average business dedicates less than 1% of its marketing budget to mobile efforts. Yet it is less expensive and allows for greater creativity and experimentation: “There is no part of a mobile marketing effort that can’t be tweaked, enhanced, changed and tested against in order to gain insight about a message, a strategy or segment of the audience.”
Travellers use mobile devices daily, its a channel that is booming but still under-explored by most business marketers.
– See more at: http://www.hotelnewsnow.com/Article/14057/Mobile-offers-economic-way-to-market-hotels#sthash.P4xvZ4GA.dpuf
Hotels.com exec: Mobile in-store experiences will be game-changer during holidays – Mobile Marketer – Webinars.
Good article by Chantal Tode: Here are some snippets that show the way:
“The mobile site should focus on allowing users to easily find what they are looking for and to complete transactions easily.
Apps should focus on creating a relationship with the customer by collecting their preferences, boosting loyalty and building a lifetime value.
The mobile website by comparison, should focus helping guests to easily find what they are looking for and to complete transactions.
“There should be a consistent brand image for both, along with holiday messaging of sales, etc.,” Forrester’s Ms. Wise said.
“Also, think about the impact of your creative on download times,” she said. “If you are crafting a rich media experience, running it from your native app may be best as it won’t slow down the customer experience.”
lots more nuggets at
via Hotels.com boosts mobile presence with desktop favorites – Mobile Marketer – Content.
Hotels.com is forging ahead with plans to make mobile the active trip planning tool for hotels. Taylor L. Cole, a Dallas-based spokeswoman for Hotels.com tells us that “We have added some new features to the app that make it easier for trip planning”.
Hotels now says that maps and coupons are also favourite features on the mobile app. It also has a location finder with “deals for tonight” close to where the user is.