The Truth about Mobile Commerce

 In Ecommerce

With greater than 50% of Ecommerce traffic coming from mobile devices, the importance of marketing to the mobile consumer becomes mission critical. Mobile Commerce has already witnessed a profound effect on both online retailers, and even traditional brick and mortar retailers. Learn the statistics, facts, and importance of Mobile Commerce including 4 types of mobile shoppers.

Definition of Mobile Commerce

What is Mobile Commerce? The original coined definition of Mobile Commerce came from a 1997 Conference, and came to mean “the delivery of electronic commerce capabilities directly into the consumer’s hand, anywhere, via wireless technology.”

Now 17 years old, this term still holds true to ecommerce marketers. Any Time, Anywhere, to Anyone.  What started with the ability to text a vending machine in Finland has grown to become a $50-Plus Billion Dollar Market that includes everything from Mobile ATMs to Searching for Homes.

Anything from Anyone

Mobile Commerce is more and more important to converting customers.  Did you know:

  • 70% of visitors likely to return to mobile websites,
  • 67% of users more likely to buy from a mobile-friendly website
  • 61% likely to leave a non-mobile-friendly website

For more information on the importance of having a mobile website, Modern Marketing Partners shares valuable information on mobile consumers.

Order Anywhere, at Any Time

From a Pizza to a Plane Ticket, the Mobile Commerce revolution can bring anything to the consumer. The rise in mobile shopping also brings about another fascinating trend, what Shopify calls “always-on shopping”.  Consider This:

  • Computer-based traffic to ecommerce sites traditionally peaked between Monday and Friday and trailed off during the weekend.
  • Mobile traffic has somewhat opposite behaviour since shoppers use their phones most during the weekends.

Therefore, when you combine mobile, tablet and computer traffic to ecommerce sites, you no longer find any discernable spikes when people are shopping online.

In other words, shopping is no longer something people go and do anymore; it’s something they are always doing.

Types of Mobile Shoppers

According to Smashing Magazine, there are 4 personas of mobile shopper: the Comparer, the Deal Lover, the Social Shopper, and the Time Passer.  Below are overviews of each.

The Comparer

The comparer browses products in brick-and-mortar stores while price-checking on their mobile device. They might buy in-store, using the online price as negotiation leverage. However, if the online offer is strong enough and the product is available, they will purchase on their phone there and then or when they get home later.

The Deal Lover

This person loves a bargain, and when they are in store, they’ll look for an online voucher, a Groupon deal or something to save them from buying at the high street price. They differ from the comparer in that they want to believe they are getting a special deal, a limited offer or an exclusive promotion (think Secret Escapes’s exclusive deals or’s lowest-price guarantee).

The Socialite

Constantly connected to a range of social channels, the social shopper follows celebrities, industry leaders and brands on Instagram, Twitter and Pinterest, seeking out the latest fashion trends, gadgets and the like. Clicking through everything from vintage-filtered photos to heavily liked dresses, they just have to buy to be ready for the weekend.

The Time Passer

This person just needs to pass the time while waiting for someone or something. They are normally an impulse buyer, browsing stores they already know (a form of direct traffic) for the latest products. They might subscribe to news feeds or email lists and click through from direct promotion in social channels, too.

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Lindsay Brown
Lindsay Brown is Operations Director of the Small Business Center of Excellence (SBCoE). Lindsay is Director of Digital Marketing and a partner at Modern Marketing Partners. Lindsay specializes in startups of all types, along with experience with technology brands. She is Google Analytics and AdWords certified, earning a Bachelor of Science from the Illinois State University.
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