Fashion mobile orders see 250% rise, with three quarters of brands now tracking mobile sales
The latest round of global mobile testing from Rakuten Marketing reveals significant growth in mobile tracking. Three quarters of the brands that the network works with globally, have implemented some mobile tracking in their CPA programme to ensure they maximise this potential and around two thirds are tracking on every device.
The fashion sector alone saw a 250% increase in mobile orders across the CPA network during the first half of 2013. Likewise, the entertainment (414%), sporting goods (364%) and lingerie sectors (341%) report dramatic growth, up four-fold, showing the appetite amongst consumers for smartphone and tablet shopping.
With ICM research reporting that nearly 40% of consumers plan to do some of their Christmas shopping on mobile over the coming weeks; it is increasingly important that brands have insight into the purchase journey on mobile devices to make informed decisions about how to reach their audiences via these valuable channels. Millions of tablets will be purchased as gifts this year and turned on during Christmas Day, so it’s also crucial that brands are optimised to reach these new owners who will begin mobile browsing and buying over the Christmas period.
90% of mobile orders driven by Rakuten LinkShare’s affiliate programmes come through Apple’s iOS platform, with the network seeing dominance from the iPad in particular. The average order value on tablet is almost always equal to or higher than on PC, and brands have realised that the dynamic shopping experience on tablets is particularly effective, with over three-quarters now tracking sales generated through iPads.
Mark Haviland, MD of Rakuten Marketing comments: “The on-the-go, seamless and location-savvy experiences that smartphones provide make it hugely convenient for consumers to discover new products as well as compare prices through show-rooming. On the other hand, the video and image-led qualities of tablets make them a great shopping platform for customers to make relaxed and considered purchases.”
“Our network data proves the potential of mobile, but every brand is individual and will need to consider how m-commerce can work for them specifically. Nearly twice the number of brands are now tracking mobile orders from their CPA programmes compared to last year, but there is still a way to go before all brands are recording them properly. For the remaining one quarter who are yet to implement tracking, time is of the essence as sales start ramping up in the run up to Christmas. For any brand looking to grow, the recipe is the same; it’s important to measure performance regularly and make changes based on valuable insights. With regular mobile testing, brands can understand the power of mobile for them and put their learning into practice.”