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Guide: M-Commerce: Why Going Mobile Is Important For Businesses
Everyone knows that e-commerce is a constantly growing part of the larger retail and commerce landscape, but did you know? mobile trade grows even faster?
Given the growing number of smartphone and tablet users, this is understandable, but there are still many ecommerce retailers that haven’t done it up with the times and still serve up un-optimized, unresponsive online stores mobile users who can drive very easily mobile customers away.
Failure to provide one mobile-friendly shopping experience maybe you just put yourself up a drawback, given the growing popularity of mobile Internet and mobile shopping, not to mention the multi-screen world we live in today.
However, if you still need to be convinced by the need for mobile Optimization, whether you’re just starting an ecommerce business and want to see what it’s all about, read on for a quick walkthrough of some of the reasons why you should be mobile friendly ASAP.
What’s Mobile Trade?
To bring it to the basics, mobile commerce (m-commerce) is electronic sales and commerce – in other words, e-commerce – using wireless handheld electronic devices such as smartphones and tablets.
To be clear, m-commerce is not a separate entity from e-commerce: instead, it is a more specific subgroup of e-commerce transactions where smartphones and tablets are used instead of desktop and laptop computers.
The main goal of m-commerce is to make sure your business’s shopping experience is well suited for smaller screen sizes that we see on smartphones and tablets.
Concepts such as responsive design and a mobile-friendly user experience are all important to the success of your m-commerce business, as well mobile apps, but we’ll cover all of them in a later post.
For now, let’s see why m-commerce is important to your business or e-commerce business.back to menu ↑
Growth in smartphone and Mobile internet users
The first and foremost reason why you should be concerned mobile commerce is just the fact that more and more people now have smartphones and tablets and connect to the Internet with these devices.
According to Mary Meeker’s 2014 Internet Trends report, smartphone use has been growing steadily in recent years, so much so 30% of mobile users are smartphone users
Sure, that might not sound like a lot, but if it’s global mobile phone user base is 5.2 billion people, 30% still equates to a healthy number of people. This goes hand in hand with a rapid increase in the percentage of users using mobile devices to access the Internet
In addition, eMarketer indicates that worldwide more than 2.23 billion people go online through mobile at least once a month, with the number mobile Internet users grew by 15.6% worldwide in 2014 and are continuing the double-digit growth trend all the way through 2016
In this regard, Intelligent Positioning has predicted that, in the UK at least, internet access via smartphones and tablets will finally catch up with desktop internet access in July 2014.
The Pew Research Internet Project found that out in May 2013 nearly two thirds of all mobile users used their phone to access the Internet.
These users are not mobile-only, but the fact that they spend a statistically significant amount of time accessing the Internet through their mobile phones means there is definitely a chance that they will go shopping on their device (s).
If you take that into consideration mobile phone owners between 18 and 29 years old were the who are likely to have access to the internet through their mobile phones, and the fact that men and women between the ages of 18 and 34 are most likely to shop online, you have a very good reason to meet these users by making sure that mobile-friendly.
We should also not forget the oft-forgotten, but significant demographics of Internet users who only connect to the Internet through them mobile appliances.
This one mobile-only users are far away is more common in emerging markets like Indonesia and India, but there is a significant one mobile- usually also users in the United States. The Pew Research Internet Project found that 34% of US mobile Internet users usually have access to the internet through their phonesback to menu ↑
Mobile Commercial sales are on the rise
According to Internet Retailer, smartphone retailing is in the United States up 101% in the first quarter of 2014, compared to the same period in 2013.
Additionally, the average order value of smartphone purchases increased by 12% and conversion rates by 29%. In addition, Forrester, a research firm, predicts that 29% of all e-commerce transactions in the United States in 2014 mobile commercial transactions.
As for the actual transaction amounts, the numbers are pretty impressive too: PayPal processed Worth $ 27 billion mobile transactions in 2013, while Alipay even went over that and claimed it had been processed $ 150 billion mobile transactions during the same period.
If these numbers aren’t enough to affect you, Forrester expects too mobile commercial transactions in the United States to total $ 114 billion in 2014$ 76 billion will come from tablets, while the rest will be from smartphones.
Invesp also predicts an increase of mobile commercial expenditures, although they are a little less optimistic about that: that’s their prediction mobile commercial expenses will reach $ 86.8 billion in 2016Not as optimistic as Forrester, but still a vote of confidence for the sustainability of the mobile trading trend.
In fact, even Goldman Sachs have confidence in the continued growth of mobile trade. So much so that they estimates that 2014 will be $ 204 billion mobile commercial transactions, while at the end of 2018 mobile trade transactions will equal the total number of ecommerce transactions executed in 2013, a cool $ 626 billion. Sure, it’s a prediction, but the numbers are hard to ignore.
Link this to research results from 2012 that indicated that 63% of the respondents expected to do more mobile shopping in the years to come and you have a strong indicator that it is time to get in mobile trade.
On a related note, ad spend seem in favor of mobile now, another indicator of the course of events. EMarketer estimates that desktop search ad spend will decline by as much as $ 1.4 billion in 2014 to $ 13.57 billion, while mobile search ad spend will increase up up to $ 9.02 billion; yes, there is still a nearly $ 5 billion gap in ad spend, but taking into account the growth of mobile Internet use and mobile transactions, it is not hard to imagine that advertisers will ever spend more on mobile then advertise on desktop advertising.back to menu ↑
Mobile Even helps traditional retail
Even if you run a traditional brick-and-mortar store, you can still take advantage of smartphones and sort of mobile-friendly presence in the store, whether in the form of a responsive website or a native app. For example, a 2012 Latitude survey found that a vast majority of respondents – 88% – agreed that a mobile device that could actually provide real-time information made them more spontaneous while shopping.
A report from xAd and Telmetrics showed that purchase intention was high for both tablet and smartphone users, with 60% and 53% of users respectively making purchases related to their online activities. The most interesting thing about this, however, is that over half – 53% – of everything mobile users, and 74% of all smartphone users, were found to be make their purchases offline or in-store
For an example of a store benefiting from a mobile app, look no further than Starbucks. With their help mobile app, which allows users to pay for their coffee, top up their Starbucks loyalty accounts, and so on, Starbucks has $ 1 billion in mobile transactions in 2013:
Showrooming, browsing the shelves in stores and still using the smartphone to search for and buy a better deal online is often cited as a problem, but a survey conducted in April 2013 found that even under 21, 85% of the respondents who showroomed (54%) finished up still buy from the same retail chain, albeit in the online store of the chain.
So, as you can see, it’s important to make sure that any customers who happen to be in the showroom end up up buy from your store anyway, and the best way to do that is to make sure your online store is mobile-friendly.
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Mobile-Unfriendly websites scare customers away
At the end of the day, given the large and ever-growing number mobile Internet users, the biggest reason for a mobile friendly website is just the fact that a mobile-unfriendly website has every chance to scare away potential customers
A Google survey already showed this in 2012 mobilefriendliness was a key factor in purchasing decisions, with 67% indicating that a mobile-friendly website made them more likely to buy a product or use a service. In addition, 61% said it was bad mobile experience made them leave earlier.
And it’s not just customers you’re at risk of losing: the same survey found that you don’t mobile-friendly website actually hurt customers’ perception of the brand: 52% of users said it was bad mobile experience has made them less likely to interact with the company, while 48% felt there was a lack of it mobilefriendliness made them think the company didn’t care about their business.
Other research has yielded similar information: Latitude reported that a good one mobile experience improves brand perception for 61% of people.
In fact, given the emphasis Google seems to post responsive, mobile-friendly web design – including a dedicated set of resources to get your website running on multiple devices – it would be silly not to listen: Google controls the roost in terms of search, after all, and it would probably be in someone’s best interest to do this what Google likes otherwise it will hurt your position in the search results.back to menu ↑
All this is not to say that “traditional” e-commerce – purchases made on desktop as well laptop computers – is dead and you should proceed to m-commerce.
The intention here was to change the way mobile trade can no longer be ignored, and the reasons why your business and e-commerce company (s) should be mobile-friendly.
It could be a few years earlier mobile commercial expenses and revenues are reaching the level that ecommerce currently enjoys, but it is certainly better to get on it now and ride the wave, instead of catch-up later.back to menu ↑
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