Tuesday, 18 September 2012

Dart’s data--a very merry Christmas for mcommerce

With Direct Commerce’s upcoming October issue dispensing some last-minute yuletide tips and tweaks, this issue of Dart’s data looks ahead to Christmas with a report predicting mobile sales to increase over the festive period.

According to research by IMRG, the percentage of UK online sales made through a mobile device could reach one in five (20 percent) by Christmas 2012, with the percentage of site visits through mobiles expected to be at around one in three (30 percent). The prediction comes after the latest results from the IMRG Capgemini Quarterly Benchmarking Index, which revealed that sales through mobile devices rose to 11.6 percent in the second quarter of 2012, up from 8.2 percent in the first quarter.

Staying with mobile, a new survey commissioned by mcommerce specialist MoPowered and conducted by online and mobile research agency OnePoll found that 84 percent of small-to-midsized fashion retailers did not have a mobile site, but that 89 percent believed mcommerce to be essential to the future success of their business. The study, which surveyed 300 managerial professionals, highlights that firms were put off setting up a mobile optimised site due to security concerns (33 percent concerned about the risk of mobile payments) and the set-up being too time-consuming (36 percent).

Retailers must tread carefully when it comes to their mobile strategy to minimise the risk of customer attrition. Although more than half of the respondents (52 percent) in Strongmail’s mobile marketing survey said they would be open to receiving promotional messages via email at least once a week, 60 percent said they would never want to receive SMS and in-app missives. The report, conducted by Forrester Consulting, found that around a third of smartphone users (32 percent) have made a purchase after receiving a promotional email. However only 6 percent of smartphone users made a purchase after receiving an SMS or in-app message.--JD

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