Earlier this week Gucci rolled out its new mobile optimised site following several months of testing in the US market.
Since the initial US beta launch in December mobile conversion rates have increased by more than 70% and mobile revenue grew fourfold year-over-year.
The mobile site already accounts for 27% of total traffic to Gucci.com and 13% of total online revenue.
So clearly mobile commerce is important for Gucci, but has it has it provided a user experience to match?
Customer satisfaction with mobile commerce appears to be gradually improving year-on-year, to the extent that the m-commerce experience is almost considered to be on par with desktop.
The findings come from a survey by Foresee, which has been examining satisfaction scores from visitors to 40 of the largest UK mobile retail websites and apps in the UK since 2010.
It found that customer satisfaction with desktop websites in the UK scored 74 on the study’s 100-point scale, compared to 72 for mobile retail experiences.
The difference between the two channels has dropped steadily from five points to just two points in three years.
The findings obviously raise two possibilities - either shoppers are becoming more used to m-commerce so are naturally more satisfied with the experience, or retailers have adapted and improved the user experience.
Two-thirds (66%) of smartphone owners are more worried about privacy on their device than they were a year ago, according to a new survey from TRUSTe.
Furthermore, 79% of respondents said they would avoid using smartphone apps that they don't believe protect their privacy online.
This tallies with findings from a previous Webcredible study, which found that security and safety of information were among the main barriers holding back mobile commerce.
Most of the participants in the study were worried about security issues such as having their phones hacked, or infected with viruses that could lead to their personal details being intercepted or stolen.
In case you hadn’t noticed, smartphones and tablets are now hugely important for ecommerce both in terms of traffic and conversions.
According to Ofcom, smartphone penetration in the UK now stands at 58% while 19% of the population owns a tablet, so websites have no choice but to adapt to accommodate the ensuing changes in consumer behaviour.
With this in mind, I thought it would be useful to round up some of the most useful stats and surveys we’ve seen in the past 12 months.
And for more data on m-commerce checkout our Internet Statistics Compendium...
Smartphone owners are more likely to use their device for email than for making phone calls, according to new research by Adobe.
The 2013 Digital Publishing Report, which surveyed 1,003 18-54 year olds, found that 79% of smartphone owners use their device for email compared to 78% who use it for making phone calls.
This serves to further underline the importance of optimising email campaigns for smartphones.
We’ve previously reported on data which shows that up to a third of emails are opened on mobile devices, yet data included in our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic’.
Adobe’s report found that Facebook is the third most popular smartphone activity (58%), followed by listening to music (52%) and playing games (48%).
In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.
A recent study conducted by the CMO council and Adobe found only 41% of Australian marketers are spending 25+% of their marketing budgets on digital activity as a whole - and there is little doubt in my mind that mobile investment is barely more than a blip.
With consumer consumption of mobile internet growing at a rapid rate, Australian brands can no longer ignore the importance of mobile as a key channel within the marketing mix.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include customer loyalty, UK smartphone ownership, online spending over the festive season, mobile commerce, and tablet conversion rates.
For more digital marketing stats, check out our Internet Statistics Compendium.
There is no escaping the fact that mobile commerce has been experiencing considerable growth. Recent research from Deloitte suggested that mobile devices would influence £3.5bn of retail sales this Christmas.
As well as understanding the anticipated growth of m-commerce, it is also important to recognise the devices that are fuelling this growth.
With targeting capabilities evolving, it is possible to segment audiences based on the device they are visiting through and advertisers are able to capitalise on this through targeted promotions.
The number of consumers using mobile devices to make purchases this holiday season has skyrocketed, setting December up to be the most digitally connected Christmas that Australia has ever seen.
According to PayPal Australia, 22% of Aussies have used mobile devices to make a purchase so far this Christmas and it is estimated that $5.6 billion worth of purchases will be made on mobile phones by the end of 2012.
This is considerably higher than the $155 million spent in 2010, showing that mobile shopping is quickly growing in popularity.
Was 2012 the year of mobile? No, and in reality trying to say that any 12 month period can be heralded as the 'year of mobile' is nonsense in an industry that is already well established yet also constantly evolving.
But that doesn't mean there haven't been any important trends and innovations in the mobile industry this year.
For example, we've seen more brands start to realise the importance of operating a mobile optimised site, a growing awareness that tablets are a vital part of ecommerce and a move towards embracing responsive design, particularly among publishers.
To shed more light on the most important mobile trends from 2012 and do a bit of future gazing to next year, I spoke to several mobile industry experts...