We know that social media usage is migrating to mobile, but how much of that usage is channeled through apps, and how much is through browsers?
Facebook reaches about 76% of the U.S. smartphone population through its popular app, according to recent data from comScore.
But an additional 10% of smartphone owners access Facebook only through the mobile Web (using a mobile browser such as Safari or Chrome).
In other words, Facebook sees a 13% gain in audience thanks to its mobile website.
Twitter is even more dependent on the mobile Web. Twenty-one percent of the U.S. audience accesses Twitter’s app, but an additional 8% access it over the mobile Web. That’s a 38% audience “lift,” taking the app-only audience as the base, for Twitter.
Pandora is 100% dependent on its app usage.
Looking at the top smartphone properties, one interesting case is Amazon, which reaches an impressive 66.8% of U.S. smartphone users. ! However, it fails to crack comScore’s top 15 apps list, meaning its app fails to reach the thresh hold of reaching 20% of smartphone users. Amazon is clearly still dependent on the mobile Web browsers for a big chunk of its audience.
It may be true U.S. mobile users are quickly moving away from the mobile Web in favor of apps, but developers and app publishers need to keep an eye on their mobile sites too.
Mcommerce to increase its share of total ecommerce retail sales
Mobile devices account for a rapidly growing share of US retail ecommerce sales, and are expected to contribute to strong ecommerce sales growth this holiday season, according to eMarketer’s latest estimates.
eMarketer projects that retail ecommerce holiday sales in the US will rise about 15% again this year, matching last year’s gains. In total, US retail ecommerce sales for the holiday season—defined as November and December—are expected to reach $61.8 billion, up from $53.7 billion last year.
Mcommerce is expected to play an important part in overall digital holiday retail spending. This year, mobile devices will account for a larger-than-expected share of total US retail ecommerce sales, according to the newly revised forecast. eMarketer expects that mobile’s share will reach 16% in 2013, up from our previous prediction of a 15% mcommerce share this year.
The revision comes as data sets from multiple research sources showed mcommerce as a percent of retail ecommerce sales reached record highs earlier this year. In addition, large retailers, such as Best Buy and Home Depot, continue to invest heavily in smartphones and tablets, building out their mobile app and website offerings, and increasing spending on digital advertising in an effort to drive more conversions across devices and compete with companies with strong mobile infrastructure like Amazon and eBay.
In total, eMarketer predicts retail mcommerce sales will reach $41.68 billion this year and by 2017, retail sales made on mobile devices will climb to well over $100 b! illion.
It looks like a delight for Amazon shopping addicts to us. But if you want the entire universe of “looks” to choose from, it’s going to feel limited. Here’s a snapshot:
From the moment Amazon was founded more than 15 years ago, Amazon’s management has chosen to invest aggressively in the long-term future, instead of fretting about maximizing quarterly profits. As the chart below shows, for more than 15 years, this decision has reduced, deferred, and even eliminated near-term profits. And yet, over the past 15 years, Amazon’s stock has delivered extraordinary returns.
U.S. mobile commerce is exploding. Amazon, as a leading ecommerce site, is set to grab a big chunk of that.
But when it comes to mobile, Amazon’s ambitions are anything but limited to ecommerce.
Recent reports from BI Intelligence detail Amazon’s mobile ambitions, analyzing everything from the potential impact of a rumored Amazon smartphone to Amazon’s ability to become a huge player in mobile advertising.
Jun 4, 2013
Amazon plans to start delivering groceries in 40 U.S. markets, according to Reuters, in hopes of destroying/disrupting the $568 billion food marketplace.
Amazon has been testing grocery delivery — AmazonFresh — in Seattle for a while, and was working on warehouse/refrigeration capacity logistics to roll it out nationally. (You can get a taste of Amazon’s grocery delivery business here.)
Your local supermarket — you know, the one you’re forced to drive to — may be dead in the water, if Amazon gets its way.
Bill Bishop, a prominent supermarket analyst and consultant, says everyone up the chain to Walmart is threatened by the plan:
Amazon’s expansion plans are a potential threat to grocery chains such as Kroger Co, Safeway Inc and Whole Foods Market, as well as general-merchandise retailers Wal-Mart Stores Inc and Target Corp, which also sell a lot of groceries.
“The fear is that grocery is a loss leader and Amaz! on will make a profit on sales of other products ordered online at the same time,” he said. “That’s an awesomely scary prospect for the grocery business.”
Amazon is becoming a force within the digital ad market, with revenues growing 45% last year. This year, eMarketer estimates Amazon’s ad revenues will top $835 million, as the company benefits from its vast consumer purchasing data.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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