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STAT WATCH: The Astounding Performance of the Mobile Retail Era

In the 2017 holiday season, mobile commerce revenue totaled $35.9 billion, an incredible 28 percent growth from last year’s mobile commerce total.

This year-over-year growth, revealed in data released recently from Astound Commerce, illustrates the importance of mobile’s current contribution to retail sales performance, and signifies that retail is, without question, in a new (and very exciting) era.

To better understand the mobile commerce landscape and identify top performers, Astound Commerce Insights analyzed 25 mobile retail websites and 23 retailer apps in its 2018 Mobile Shopping Report

Researchers found that retailer mobile sites tend to be "more robust", mirroring their desktop counterparts, while the role of apps centered around connecting customers across all channels and most importantly serving as the ultimate in shopping convenience, particularly for frequent buyers.

“Companies that ranked highly in our report use a mix of strategies, including powerful visuals, inspiring and rich content, and efficiency to optimize the shopping experience,” said Lauren Freedman, SVP of Digital Strategy and Chief Merchant of Astound Commerce. “We found that while both solid mobile sites and apps are part of a strong shopping experience, it’s clear that each channel has a different purpose in the buyer journey, whether it’s browsing, research, or making purchases.”

Other notable highlights from the report, that many will be able to use in crafting their own app/mobile site experience, include: 

+ 96 percent of mobile sites had a “What’s New” section, compared to 78 percent of mobile apps. Fifty-two percent of mobile sites had a “Trending Now” section, compared to only 30 percent of mobile apps.

+ 84 percent of mobile web sites feature video and a strong 61 percent appreciate their role on apps. Only 30 percent of mobile apps offer a retailer’s blog (56 percent on sites) and guide adoption is favored 2 to 1 for web (64 percent vs. 30 percent on apps). This penetration suggests that apps are better used as purchase tools instead of curation or discovery.

+ 92 percent of mobile sites had a dedicated customer service section, compared to 74 percent of apps. Easily accessible contact information is scarce on both mobile sites and apps, with phone numbers available on the home page or via navigation on just 33 percent and 14 percent respectively.

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