2016 was the first year that Facebook saw more mobile conversions than desktop conversions for the entire Holiday Season.1 The upswing in m-commerce started on Black Friday, with the mobile portion of online transactions growing by 55% year over year. And it continued throughout the Holidays, with mobile making up 51% of total online transactions—more than a 10 percentage point increase compared to what we saw during the 2015 Holidays.2
What does this mean for marketers now and in preparation for the year ahead? In short, when it comes to shopping, the thumb is in charge, and it’s up to marketers to move at a mobile minute to keep up with where people are. Read more
Shopping basket in one hand and a smartphone in the other, shoppers are increasingly turning to mobile to do research, compare prices and even make their final purchase. Indeed, 45% of all shopping journeys today contain mobile. And for Millennials, this number jumps to 57%. Almost half of Millennials expect to buy more on their smartphone in the year ahead.
But it’s not only about the mobile experience for these shoppers. It’s about having a seamless experience across a variety of channels on the path to purchase. Read more
This past Holiday season showed us that the m-commerce dress rehearsal is over and mobile is now integrated into how people shop and buy. Indeed, Facebook data reveal that in Holiday season 2015 Millennials, Moms and Multicultural shoppers in the US collectively drove 81% of all mobile transactions.1 Read on to find out more about these shoppers and learn how brands can build on the momentum from the Holidays to further unlock the m-commerce opportunity in 2016.
Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce:
- How can I increase mobile basket sizes?
- Should I invest in an m-site or an app?
- What should I expect in the future in terms of m-commerce?
Read on for an edited excerpt of that conversation.
Over the past decade, the mobile device has evolved from a simple texting and talking device into a hub for everything—music listening, video viewing, image capturing, socializing, discovering, researching, shopping and more. It’s changed how we connect, how we share, how we discover and how we get things done.
But it’s not as much about the device as it is about the person behind the device.
Mobile technology has put incredible power and control in people’s hands—particularly the thumb. The thumb is now in charge.
Over the next several weeks, Facebook IQ will be taking a closer look at what marketers need to know and do now that the thumb is in charge, especially when it comes to commerce. We’ll look at the rise of mobile commerce in the US, how it’s shifting people’s behavior, the role of mobile in the overall path to purchase and what it all means for brands.
This first post in a series of blog posts will focus on 3 shifts that are revolutionizing commerce:
- From desktop to mobile
- From one screen and one channel to many
- From big screens to small screens