M‑Commerce Growing 3Xs Rate of E‑Commerce

"Mobile commerce is growing at nearly 3 times the rate of overall e‑commerce, according to PayPal and Ipsos, and retailers are steadily realizing the need to enhance each touchpoint on their customers‰Ûª paths to purchase," as reported by Chain Store Age in Survey: Online buying to skyrocket in 2015. "To keep up with the surge in mobile shopping, 68% of CFOs plan to increase their investments in mobile technologies in 2015, a leap from the 40% who planned to do so in 2014."

"To capture more of consumers‰Ûª dollars across digital platforms, 37% of chief financial officers say their primary growth tactic for 2015 is expanding their e‑commerce and mobile offerings," according toåÊa recent BDO USA survey. "At the same time, when asked where CFOs plan to spend the most capital this year, 22% point to e‑commerce and mobile channels."

Retail CFOs expect U.S. consumers‰Ûª feverish appetite for online buying to continue its strong upward trajectory in 2015. These findings are from the 9th annual BDO Retail Compass Survey of CFOs, which examined the opinions of 100 chief financial officers at leading retailers located throughout the country. The survey was conducted in January 2015.

"Nearly 4 out of 5 (78%) retail chief financial officers anticipate their online sales to grow. Overall, CFOs forecast an impressive 9.9% boost to e‑commerce sales this year. This projected increase comes after the Commerce Department‰Ûªs estimate of a record-​breaking $304.9 billion in U.S. online sales in 2014."

‰ÛÏConsumers crave speed, selection and the convenience of shopping anywhere and anytime at the touch of a button,‰Û said Natalie Kotlyar, partner in the Consumer Business practice at BDO USA, LLP. ‰ÛÏBut investing in online and mobile systems is a difficult balancing act. Staying competitive requires retailers to deliver a seamless, engaging experience across channels, while at the same time investing to protect their consumers‰Ûª from the growing threat of cyber attacks.‰Û

So, just how many consumers are out there shopping on their mobile devices? AudienceSCAN says 16.7% purchased a product on their smartphones in the past 12 months. And another 5.6% made flight reservations or reserved hotel rooms via smartphones as well.

You can expect these m‑commerce shoppers to be searching for party supplies, since 40% love to entertain/​host or attend parties. This audience is 84% more likely than the average consumer to buy new bedroom furniture, and 29% are planning for this purchase this year.

It only makes sense that these shoppers respond well to mobile smartphone app or text message marketing strategies ‰ÛÒ 38% took action after viewing this kind of messaging in the past 30 days. And they're diggin' the daily deals on their devices. M‑commerce shoppers are 100% more likely than average to start online searches after finding a daily deal they're interested in.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.