Have you noticed it yourself? Visit cell phones are omnipresent in our daily lives the time spent on the internet on mobile a increased by 26 % in just 6 months from 35 to 44 minutes a day in March 2018*. The uses to which they are put are often different from those on the desktop, which is why it's important to know how they're used, especially from an e-commerce perspective.

2/3 of digital time is devoted to mobile uses

 

 

 

 

 

 

 

In 2017, Internet users spent an average of half the time they spend on the web on mobile applications versus 34 % on desktop. We note that this is true for all generations except the 65+ who spend 53 % of their time on the web on computers.

Users put more trust in mobile applications

In 2017: 43 % of users accept to receive notifications from their apps - in 2016 there were only 27 % - so there's been a 16-point increase! Among these 43 %, 24 % often accept to receive notifications (+5 pts compared to 2016) and 19 % accept every time (+11 pts compared to 2016).

Visit mobile users increasingly trust their notifications to keep them informed. When you consider how often people check their phones, these notifications provide a much more direct interaction than a traditional newsletter for highlight offers, promotions and new products. A double-edged sword, don't overuse it or you'll be muted... or uninstalled!

Buying habits that differ according to generation

18-34 year-olds are inclined to buy apps: 64 % of them bought at least one in the year. Among those who do, a sizeable percentage opt to buy numerous apps: 17 % bought between 5 and 11 apps in the year, 19 % bought more than 12.

For 35-54 year-olds, the purchase of mobile applications is not very important: 66 % of them did not buy any during the year. For those who have, it's a small number of applications: of the 34 % who have bought mobile applications, 18 % have bought between 1 and 2.

The over-55s have a very marked non-buying behavior: 80 %. Of the 20 % who do buy, 13 % have bought between 1 and 2 during the year.

We note that purchasing behavior for 35-54 and over-55s is similar, although more pronounced for the older age groups, who either don't buy any applications or buy a very small number (1-2) per year. loyal to the few applications they buy. Visit young people are more volatilethey have more applications and are more inclined to pay for them.

The role of e-commerce in mobile applications

Among the top 10 applications with the highest penetration rate, there are no sales applications. In fact, these are social networks or applications belonging mainly to Facebook and Google. But where is e-commerce? ?

 

 

 

 

 

 

Retail accounts for only 3 % of the time spent on mobile applications, but Amazon offers great potential for e-commerce. In fact, 1/3 of users rank Amazon among their must-have mobile applications. 18-34 year-olds even rank it as the most indispensable (35 %) ahead of Gmail (30 %) and Facebook (29 %).

The Amazon application

Visit Amazon users are mainly on the mobile application : 47 % versus 40 % for the computer and 13 % for the mobile site. These users are mainly women between 25 and 34 years of age. The Amazon app has a penetration rate (App User Penetration) of 75 %, placing it just behind Facebook and Apple News.

So why choose to create a mobile application for your e-commerce business?

Visit share of e-commerce transactions on mobile in the European Union has grown steadily since 2010, from 3 % to 36 % in 2017.

 

Having a presence on mobile applications allows you to gain in unique visitors. In fact, there are 2.2 times more mobile applications than websites per month. This will also enable you toincrease average time spent per visitorEach month, it is 16 times higher on mobile applications than on mobile sites. In addition, the conversion rate for mobile applications is 370 % higher than for mobile sites and 160 % higher than for PCs !

 

 

Is your mobile strategy adapted to these uses? Are you present in the field of mobile applications? Do you benefit from the advantages of ?
Don't hesitate to contact us to develop your mobile strategy and/or mobile application!

 

 

Source: comScore's 2017 annual U.S. mobile usage study.

*https://comarketing-news.fr/internet-le-temps-passe-sur-mobile-a-augmente-de-26-en-6-mois/