Mobile App Usage Surpasses Mobile Web for the First Time in US

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Mobile App Usage


comScore data shows that as the US ecommerce sector matures, consumption shifts from mobile web usage to mobile app usage. From a Southeast Asia perspective, where ecommerce is already mostly driven by mobile, it means that players must adopt app-focused ecommerce strategy to better retain and attract new customers. Gian Fulgoni, Chairman Emeritus at comScore Inc. comments,

Mobile app visits were up 70% in Q1, and mobile site visits were up 40%, but there’s a user challenge because while consumers may have many apps on a phone, not many are used

Even if desktop ecommerce still grows, mobile ecommerce is doing better

In May, desktop ecommerce increased 15.5% year over year, and if early 2016 ecommerce trends hold, the coming holiday season will be stronger than in 2015.

“Last year was a little softer than we had anticipated, but it still was pretty good by every measure,” says Fulgoni.

Holiday 2015 e-retail growth increased 13% year over year to $69.08 billion, according to comScore, slightly off projections of 14% growth to $70 billion.

Mobile sales increased nearly 60% last year during the holidays, and that trend will only grow.

In Q1 2016, comScore found that mobile app usage—total visits to sites in the retail category through apps—surpassed mobile browser numbers for the first time.

Mobile app usage for shopping is getting more popular, especially among return customers

Retailers with frequently used apps—think Inc.—will find the shift to app be an advantage, especially during the holidays. “For someone who’s an Amazon Prime customer, it’s second nature to use the app. If you’re a specialty retailer where shopping frequency is much lower, consumers are less likely to use the app.” Amazon is No. 1 in the Internet Retailer 2016 Top 500 Guide.

The US Commerce Department on Tuesday released May’s retail sales data, and while that report doesn’t break out ecommerce data, it found nonstore sales increased 12.2% and total retail sales grew 2.5% year over year. Nonstore sales mostly occur online but also includes sales via catalogs, telephone and door-to-door orders.

The West is highly influential to Southeast Asia especially as more international brands look to the booming region. Mobile app adoption could come even earlier in Southeast Asia than it did in the US seeing as Amazon is already eyeing Indonesia as its first entrance into the market.

A version of this appeared in Internet Retailer on June 17. Read the full article here.