Friday, January 25, 2013

Time Spent in Retailers’ Mobile Apps soars more than Five-Times in a year


Flurry, the mobile analytic start-up, has carried out an analysis of about 1,800 iOS and Android apps from December 2011 to December of last year and has concluded that consumers spent six times as much time in retailer apps in December compared to a year earlier, showing that shopping and commerce is finally beginning to take off on mobile platforms.

As per the report, Retail is among the world’s largest industries. The top 10 global retailers are made up of 5 from the U.S. and 5 from Europe, collectively driving annual revenue in excess of $1.1 trillion. The U.S. Commerce Department estimates that U.S. domestic revenue exceeded $4.7 trillion in 2011 and is growing. Two thirds of the U.S. GDP, the world’s leading economy, comes from retail consumption.

The chart above shows growth in time spent by consumers across the top five shopping sub-categories.  For reference, indicated by the dotted light-blue lines, we overlay growth rates for All Shopping Apps and for All Apps that Flurry measures (over 270,000).  Starting on the left, we see that consumer time spent in Retailer Apps has skyrocketed by 525% from December 2011 to December 2012. This growth far exceeds shopping app growth of 247% as well as overall app growth 132%. Time spent in Price Comparison and Purchase Assistant apps have also grown significantly, by 247% and 228%, respectively. Finally, still growing, but not as quickly as other shopping categories are Online Marketplace and Daily Deals apps at 178% and 126%, respectively.

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In the chart below, the shift in time spent across shopping sub-categories is shown.  Retailers, represented by the dark blue wedge, saw the greatest increase in time spent, from a share of 15% of time spent by consumers in shopping apps in 2011 to 27% in 2012.  The enormous growth in retailer app share has come largely at the expense of Daily Deals, down in share from 20% in 2011 to 13% in 2012, and Online Marketplace apps, which contracted from 25% in 2011 to 20% in 2012.  This suggests that retailers are beginning to better respond to the tectonic shift created by the collision of online- meeting offline-shopping through mobile apps.

According to a recent IBM report, more than 18% of shoppers used a smartphone or tablet to access a retailer's website on Cyber Monday in 2012, an increase of 70 percent over 2011. Mobile made up 13 percent of total web-based purchases. The App & Mortar economy has arrived.

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