Lots of mobile ecommerce stats this week, with a smattering of brand storytelling and advertising.

There’s an infographic thrown in too, looking at the mobile path to purchase. Enjoy!

For more digital marketing stats, download the Econsultancy Internet Statistics Compendium.

The mobile ecommerce market in the US

Custora has analysed data from more than 100 online retailers, 70 million consumers and $10bn in transaction revenue.

Here are some of the findings of the Custora Pulse Report. 

  • US m-commerce is a $40bn market, predicted to hit $50bn in 2014. 
  • From 2010 to 2013, the m-commerce market grew 19-fold, from $2.2bn to $42.8bn.
  • In 2014, m-commerce has seen $12.2bn in sales in Q1 alone.

us m-commerce

Mobile traffic in US ecommerce

More from that Custora report:

By the end of Q1 2014, 36.9% of visits to online stores came from mobile (includes tablets).

In 2010 this figure was 3.4%. 

mobile traffic to ecommerce

Apple dominates ecommerce

  • However, iPhone’s share of m-commerce (smartphone only) orders decreased from 75.1% in 2012 to 50.6% in Q1 2014.
  • Samsung has quadrupled its share of m-commerce orders over the same period, from 6.9% in 2012 to 30.5% in 2014.
  • iPads still account for the biggest share of tablet orders.
  • Samsung tablets increased from 1.9% in 2012 to 15.3% in Q1 2014.
  • Kindle Fire accounts for 4.5% of all tablet orders. 

Insurance failing in loyalty

Insurance companies are poor at implementing loyalty schemes, according to a new survey of over 2,500 UK consumers by The Grass Roots Group. 

  • A large majority of consumers were unaware of whether their home insurance (90%) or motor insurance (89%) providers offered customer loyalty programmes. 
  • Supermarkets lead the way with 52% of those surveyed part of a scheme.

Advertising and age

  • New research from YouGov shows only 25% respondents aged 59 and under see advertising as relevant.
  • This figure is halved for those aged 60 and over.
  • 25% of those aged 60 and over see advertising as less relevant than 10 years ago, compared with 43% of those aged 59 and under.

Brand storytelling

Apple is the top storytelling brand in the UK according to AESOP’s Brand Storytelling Report.

The agency surveyed 2,015 UK adults asking them to identify brands for nine elements of storytelling.

See the other eight questions in the report.

brands with unique character 


Almost half of connected TV viewers globally are multiscreening in the evenings according to a TNS survey of more than 50,000 internet users.

The FIFA World Cup is affecting this figure in June and July of 2014. 

  • 48% of those who watched TV in the evening did so whilst undertaking other digital activities.
  • 25% of those surveyed worldwide watched content daily on a digital device or PC.
  • This figure rose to 33% in mainland China and Singapore and 32% in Hong Kong. 
  • However, the television set still presides. 75% sit in front of it daily.

UK adspend

Total adspend in the UK is forecast to increase 6% this year according to the latest Expenditure Report from the Advertising Association and Warc.

UK adspend increased by 5.0% in Q1 2014 to reach £4.44bn.

Facebook VS LinkedIn

Jeff Rajeck recently wrote on the Econsultancy blog about his own experiences with promoted posts on Facebook and LinkedIn in Asia.

The results showed Facebook to provide the lowest CPA for Jeff. Take a look at more results and his methodology here.

This table shows respective audiences on Facebook and LinkedIn in various Asian countries.

linkedin and facebook users in the far east

Mobile path-to-purchase

xAd and Telmetrics have released their second annual UK Mobile Path-to-Purchase Study. Here are the findings and a nice infographic below.

  • 46% of UK consumers now use mobile devices as their primary tool for purchase decision.
  • 60% of those surveyed reported being at home the last time they accessed their smartphones, despite having a computer nearby.
  • Satisfaction with the information available on smartphones has increased 18% since 2013.
  • Mobile devices are frequently being used to search for store locations and business contact info. 37% made purchases offline after researching on mobile.
  • 20% of Telecom and Insurance shoppers completed purchases via phone.
  • Retail was the most popular category for mobile purchases, with 35% of survey respondents making purchases via their mobile devices.

mobile path to purchase infographic