q3 2015 mobile commerce trends - branding brand

Q3 2015: Mobile Commerce Trends

Mobile Commerce Index: Q3 2015 | Branding Brand

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Q3 2015 Performance

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100 mobile sites experienced a total of 272,026,057 visits and $249,630,435 in revenue.

U $272,026,057visits

median site increase compared to Q2 2015

$249,630,435revenue

median site increase compared to Q2 2015

11%6%

WHEN

Q3 2015July - September 2015

WHO

100 RetailersU.S. only

WHAT

Mobile SitesNo apps

Data UsedBranding Brand powers web, app, and in-store experiences for 200 major brands. This report contains data from a sample of clients running on its platform.


3Revenue Market ShareIn Q3 2015, 29% of all online revenue was generated on a smartphone or tablet.

desktop71%

mobile29%

Q3 2015Q2 2015Q1 2013

84%

16%

Q2 2013

82%

18%

Q3 2013

80%

20%

Q4 2013

78%

22%

Q1 2014

77%

23%

Q2 2014

75%

25%

Q3 2014

73%

27%

Q1 2015Q4 2014

72% 72%

28% 28%

72%

28%

Quarter-over-Quarter Change in Market ShareFrom Q2 2015 to Q3 2015, mobile’s share of total online revenue increased 4%.

change in desktop revenue market share

1%change in mobile revenue market share

4%



ConversionCompared to Q2 2015, smartphone conversion showed no change; tablet conversion decreased 2%.

From Q2 2015 to Q3 2015, smartphone AOV decreased 2%; tablet AOV decreased 1%.

average Q3 2015smartphone conversion

average Q3 2015smartphone AOV

average Q3 2015tablet conversion

0.95%

$115.29

1.40%

average Q3 2015tablet AOV

$152.34

Smartphone

Smartphone

Tablet

Tablet

Average Order Value

2.00%

1.75%

1.00%

0.75%

1.50%

1.25%

0.50%

0.25%

0.00%

JUL AUG SEPAPR MAY JUN

Q3 2015Q2 2015

$200

$175

$150

$125

$100

$50

$75

$25

$0JUL AUG SEPAPR MAY JUN

Q3 2015Q2 2015

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Quarter-over-Quarter Change in Market ShareFrom Q2 2015 to Q3 2015, smartphone traffic from direct increased 7%; email decreased 9%.

Traffic SourcesIn Q3 2015, 48% of all smartphone visits arrived from search; 26% arrived direct.

100%60% 80%40%10% 90%50%20% 70%30%0%

48%9%17%26%

DirectTyping in the exact URL

EmailLanding on a page from a marketing email

ReferralNavigating from another site or advertisement

SearchUtilizing a search engine (organic and paid)

direct7%

email9%

referral5%

search2%LJj @


3% iOS

37% Android

From Q2 2015 to Q3 2015, iOS 7 and older versions’ share of total smartphone revenue decreased 44%; Lollipop's share increased 54%.Quarter-over-Quarter Change in Revenue Market Share


6Smartphone Operating Systems

20%11%3%

Lollipop

KitKat

Jelly Bean & older

4%57%

5%

iOS 9

iOS 8

iOS 7 & older

19%14%4%

Lollipop

KitKat

Jelly Bean & older

4%53%

6%

iOS 9

iOS 8

iOS 7 & older

% iOS

39%54%44%0%

In Q3 2015, iOS accounted for 63% of all smartphone visits; Android accounted for 37%.

In Q3 2015, iOS accounted for 66% of all smartphone revenue; Android accounted for 34%.

VISITS MARKET SHARE REVENUE MARKET SHARE

34% Android$U

KitKatLollipopiOS 7 & older

iOS 8

From Q2 2015 to Q3 2015, iOS 7 and older versions’ share of total tablet revenue decreased 20%; Lollipop’s share increased 100%.Quarter-over-Quarter Change in Revenue Market Share


7Tablet Operating Systems

4%11%5%

Lollipop

KitKat

Jelly Bean & older

3%63%14%

iOS 9

iOS 8

iOS 7 & older

4%15%9%

Lollipop

KitKat

Jelly Bean & older

3%56%13%

iOS 9

iOS 8

iOS 7 & older

KitKatLollipopiOS 7& older

iOS 8100%20%3%

72% iOS

28% Android

80% iOS

20% Android

15%

$U

In Q3 2015, iOS accounted for 72% of all tablet visits; Android accounted for 28%.

In Q3 2015, iOS accounted for 80% of all tablet revenue; Android accounted for 20%.

VISITS MARKET SHARE REVENUE MARKET SHARE

30%

8%

6%

Apple iPhone 5, 5s, 5c

Samsung Galaxy S5

Apple iPhone 4s & older, iPod

Apple iPhone 6, 6s

29%Other

6%

21%

Apple iPhone 6 Plus, 6s Plus


8Top Mobile Devices

In Q3 2015, the top five devices accounted for 71% of total smartphone traffic. In Q3 2015, the top five devices accounted for 85% of total tablet traffic. SMARTPHONES TABLETS

100% 100%

0% 0%

15%Other

1%LG G Pad

2%Samsung Galaxy Tab 3

3%Samsung Galaxy Tab 4

7%Amazon Kindle Fire

72%Apple iPad

Quick Highlights

About Branding Brand

• Compared to Q2 2015, smartphone conversion showed no change; tablet conversion decreased 2%. (page 4)

• From Q2 2015 to Q3 2015, smartphone AOV decreased 2%; tablet AOV decreased 1%. (page 4)

• In Q3 2015, 48% of all smartphone visits arrived from search; 26% arrived direct. (page 5)

• From Q2 2015 to Q3 2015, iOS 7’s share of total smartphone revenue decreased 44%; Lollipop's share increased 54%. (page 6)

• In Q3 2015, iOS accounted for 80% of all tablet revenue; Android accounted for 20%. (page 7)

• From Q2 2015 to Q3 2015, iOS 7’s share of total tablet revenue decreased 20%; Lollipop’s share increased 100%. (page 7)

• In Q3 2015, the top five devices accounted for 71% of total smartphone traffic. (page 8)

• In Q3 2015, the top five devices accounted for 85% of total tablet traffic. (page 8)

• In Q3 2015, 29% of all online revenue was generated on a smartphone or tablet. (page 3)

• From Q2 2015 to Q3 2015, mobile’s share of total online revenue increased 4%. (page 3)

• From Q2 2015 to Q3 2015, smartphone traffic from direct increased 7%; email decreased 9%. (page 5)

• In Q3 2015, iOS accounted for 66% of all smartphone revenue; Android accounted for 34%. (page 6)

Branding Brand builds better web, app, and in-store shopping experiences for 200 of the world’s leading retailers. Each quarter, we identify commerce and consumer trends across samples of our clients in various industries, including apparel, health and beauty, and sporting goods.

Visit blog.brandingbrand.com for more online shopping trends.Mobile Commerce Index: Q3 2015 | Branding Brand

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