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91% consumers use mobile apps and sites in their purchase journey

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91% consumers use mobile apps and sites in their purchase journey

The next wave of e-commerce provides a unique opportunity for marketers to reach consumers who are ‘always on’ on multiple screens, from desktops, laptops, tablets to smartphones.

From $21 billion in 2014, the estimated e-commerce sales are $30 billion in 2016. The growing importance of smartphones for various e-commerce verticals is undeniable. These include online travel, e-tailing, classifieds and financial services.

According to a study done by Vserv, the share of mobile internet users from the total internet userbase in 2014 was 76% and is estimated to rise to 87% in 2016.

The study further reveals that a staggering 90% of all interactions are screen based.

The graphic below shows the use of smartphones at various locations:

Throughout the purchase journey, smart phones are used at various stages and 91% consumers use apps and sites at various stages as described below:

While re-targeting these customers can be done through SMS, email, push notifications and mobile ads, each of these avenues have pros and cons. The study finds that SMS re-targeting is high in reach but mobile ads offer maximum benefits of being visually appealing, clutter free, higher conversion rates, unintrusive, and drives immediate action.

The infographic has been made by Vserv, a mobile marketing platform. Vserv launched a new product called ‘Vserv Smart RT’. Vserv Smart RT aims to provide accurate re-targeting for e-commerce companies across devices.


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