State of Mobile in 2015 [Infographic]

With mobile adoption growing and mobile sales making up larger portions of retail revenue year-over-year, it is clear that mobile is disrupting how users behave in personal and transactional settings. The vast majority of consumers today own a smartphone and carry it at all times, relying on their mobile devices for everything from personal entertainment to online shopping. Usablenet’s newest infographic, “The State of Mobile in 2015,” highlights the behaviors and trends present among today’s mobile users.


Between 2013 and 2016, the predicted global growth rate for mobile commerce is expected to reach 42 percent, outpacing e-commerce’s equivalent growth rate by a ratio of 3:1. Recently, growth in mobile purchases in the U.S. has been primarily driven by young consumers. In fact 59% of smartphone shoppers between the ages of 18 and 34 shop on mobile. Overall, 31% of consumers in the U.S. use mobile devices to complete purchases, compared to 40% in the UK (Marketing Week). In order to continue along a promising growth trajectory, it is crucial to have a clear understanding of mobile user behaviors and tap into their mobile expectations.
 

Mobile’s largest obstacles today include users’ security concerns as well as a lack of enough useful content offered on mobile as compared to desktop devices. According to Marketwatch, “the biggest barrier to faster mobile commerce growth is that consumers don’t yet perceive the advantages over shopping on devices with larger screens.” However, as the scope of mobile grows and larger screen sizes become the norm, brands will be able to leverage additional screen space to target consumers using more tailored content. Mobile commerce may also see a bump in growth as security improvements are made and users become less hesitant to purchase on mobile. Looking at current trends and looking ahead, the user will be the key to mobile success. For a great synopsis of the current state of mobile, download our infographic.