M-commerce keeps growing in the United-Kingdom: it accounted for more than 30 billion euros in 2016, which is a 25% increase from 2015. eCommerce is becoming increasingly dependent of m-Commerce. To know more about mobile commerce and customer service, I invite you to download our white paper entitled ”Customer service in the age of mobile commerce”.
To remain innovative, brands have no choice but to be mobile like their users. Almost two-thirds of UK consumers were expected to use smartphones in 2016 and overall, they were also expected to spend 2 hours and 40 minutes on mobile media consumption.
The mobile-first trend is growing fast
In 2016, even Google bet on the mobile-first trend. Following the surge in mobile use with more searches done on mobile than desktop, Google has created a mobile-first index. This index makes the m-commerce even more essential to brand performance in terms of organic search.
Mobile devices are now part of our daily lives and they are always by our side. Currently, they are mainly used before an act of purchase. ‘‘For the majority of consumers, smartphones and tablets are complementary and improve traditional products and screens but don’t replace them. It’s especially the case for the 18-24 year-olds: they can naturally have a computer on their lap and a smartphone in their hands” according to Duncan Stewart, Director of Research at Deloitte Canada.
The mobile commerce trend in other countries: China is the example to follow
If you had to follow an example in terms of mobile innovation and strategy, it should definitely be the Middle Kingdom! China isn’t short of innovations to attract its consumers on mobile devices: from QR codes to virtual assistants (Siri, Google Now) or other instant payment solutions (PayPal), even in-app payment solutions (Apple Pay, WeChat Wallet), mobile devices are definitely fitting in the everyday life of the Chinese.
- How your customers use their mobile and which touch points they use
- Messaging & performance: how you can engage your customers on mobile
- How you can optimise your agents’ activity on mobile