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With the growth of the mobile economy, m-commerce transactions are projected overtake e-commerce transactions globally this year - showing how important it is for marketers to get ahead of their mobile strategies, according to the '2019 Mobile Commerce Report: Holiday Analysis' from mobile partnership platform provider Button. This article is copyright 2019 The Best Customer Guide.

The study was created to help marketers gain better insight into mobile consumer shopping behaviour, user activity in apps and on the mobile web, as well as purchase patterns across shopping categories and peak periods, to help them develop stronger mobile strategies.

Key findings from the report include:

  1. Capturing mobile intent through app users
    Consumers are shopping more in apps than on mobile web and are willing to download new apps to make those purchases. Over the 2018 holiday period, shoppers made 108% more purchases in-app than on mobile web and were making more repeat purchases and spending more in-app than on mobile web. Compared to the rest of 2018, app installs rose by 108% over the holiday shopping season - demonstrating the heightened willingness among shoppers to download new apps. Hence, it is important for marketers to hone in on their app users since those are the customers that are more likely to convert.
  2. Engaging power shoppers
    Marketers who focus their mobile efforts on acquiring new shoppers and turning them into power shoppers are going to win in 2019. Seven out of shoppers in the Button Marketplace during Cyber Week were new users, and one-third of those new users came back to shop again, even after Cyber Monday ended, throughout the rest of the holiday season. Power shoppers who last shopped within days of Cyber Week accounted for 22% of sales generated over the holiday period, made more than six shopping trips, and completed purchases two times more than average shoppers. These power users that emerged during the holiday season are likely to continue shopping in the months to come - showing that a strong focus on mobile experiences will bring about user loyalty.
  3. Driving mobile offers on the right products to the right customers at the right times
    By understanding the right times to provide offers and incentives to consumers, marketers will be better equipped to unlock incremental mobile app revenue. For example, shoppers started their holiday shopping early by browsing and buying on Thanksgiving morning; mobile sales of electronics spiked at midnight on both Thanksgiving Day and Cyber Monday while mobile sales of toys spiked on Cyber Monday. Marketers who are accurate at timing their messaging and promotion of deals to users will be empowered to maximize their mobile returns.

"When consumers find what they want, brands and retailers can connect with new customers, and publishers can benefit from providing the traffic," said Michael Jaconi, Co-Founder and CEO of Button.