Button Report: Holiday Analysis Reveals That Mobile Consumers Are Making 108 Percent More Purchases In-App Than On Mobile Web

Key Takeaways That Marketers Can Apply to Their 2019 Mobile Strategies

Button, the leading mobile partnership platform, released the Button 2019 Mobile Commerce Report: Holiday Analysis that highlights key learnings, based on millions of transactions that took place in the Button Marketplace over the 2018 holiday season, for marketers looking to drive mobile acquisition and engagement in 2019.

With the growth of the mobile economy, m-commerce transactions are projected overtake e-commerce transactions globally this year—showing how important it is for marketers to get ahead of their mobile strategies. This report will equip marketers with new insight into mobile consumer shopping behavior, user activity in apps and on mobile web, as well as purchase patterns across shopping categories and peak periods that marketers can leverage in their mobile strategies.

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“When consumers find what they want, brands and retailers can connect with new customers, and publishers can benefit from providing the traffic,” said Michael Jaconi, Co-Founder and CEO of Button. “We’ve seen a trend of brands turning to Button to optimize their existing mobile traffic, and as importantly, to connect to new sources of intent, unlocking a whole new performance channel that reached $1 billion in mobile commerce driven in 2018. Increasingly, brand spending is shifting to performance spending, empowering brands to acquire and engage customers and drive their business growth with mobile.”

Capturing mobile intent through app users: Consumers are shopping more in apps than on mobile web and are willing to download new apps to make those purchases. Over the 2018 holiday period, shoppers made 108 percent more purchases in-app than on mobile web and were making more repeat purchases and spending more in-app than on mobile web. Compared to the rest of 2018, app installs rose by 108 percent over the holiday shopping season—demonstrating the heightened willingness amongst shoppers to download new apps. Hence, it is important for marketers to hone in on their app users since those are the customers that are more likely to convert.

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Engaging power shoppers: Marketers who focus their mobile efforts on acquiring new shoppers and turning them into power shoppers are going to win in 2019. Seven out of 10 shoppers in the Button Marketplace during Cyber Week were new users, and one-third of those new users came back to shop again, even after Cyber Monday ended, throughout the rest of the holiday season. Power shoppers who last shopped within 30 days of Cyber Week accounted for 22 percent of sales generated over the holiday period, made more than six shopping trips, and completed purchases two times more than average shoppers. These power users that emerged during the holiday season are likely to continue shopping in the months to come—showing that a strong focus on mobile experiences will bring about user loyalty.

Driving mobile offers on the right products to the right customers at the right times: By understanding the right times to provide offers and incentives to consumers, marketers will be better equipped to unlock incremental mobile app revenue. For example, shoppers started their holiday shopping early by browsing and buying on Thanksgiving morning; mobile sales of electronics spiked at midnight on both Thanksgiving Day and Cyber Monday while mobile sales of toys spiked on Cyber Monday. Marketers who are accurate at timing their messaging and promotion of deals to users will be empowered to maximize their mobile returns.

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