Q2 2015 Mobile Commerce Index (MCI) - Branding Brand

Q2 2015: Quarterly Mobile TrendsBranding Brand Mobile Commerce Index

Mobile Commerce Index: Q2 2015 | Branding Brand

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Q2 2015 Performance

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100 mobile sites experienced a total of 295,125,987 visits and $236,033,274 in revenue.

U $295,125,987visits

compared to Q1 2015

$236,033,274revenue

compared to Q1 20153%3%

WHEN

Q2 2015April - June 2015

WHO

100 RetailersU.S. only

WHAT

Mobile SitesNo apps

Data UsedBranding Brand powers web, app, and in-store experiences for over 200 major brands. This report contains data from a sample of clients running on its platform.


3Revenue Market ShareIn Q2 2015, 28% of all online revenue was generated on a smartphone or tablet.

desktop72%

mobile28%

Q2 2015Q1 2013

84%

16%

Q2 2013

82%

18%

Q3 2013

80%

20%

Q4 2013

78%

22%

Q1 2014

77%

23%

Q2 2014

75%

25%

Q3 2014

73%

27%

Q1 2015

72%

28%

Q4 2014

72%

28%

Quarter-over-Quarter Change in Market ShareFrom Q1 2015 to Q2 2015, mobile’s share of total online revenue showed no change.

change in desktop revenue market share

%change in desktop revenue market share

%



ConversionCompared to Q2 2015, smartphone conversion increased 2%; tablet conversion decreased 10%.

From Q1 2015 to Q2 2015, smartphone AOV increased 2%; tablet AOV increased 1%.

average Q2 2015smartphone conversion

average Q2 2015smartphone AOV

average Q2 2015tablet conversion

0.96%

$111.46

2.08%

average Q2 2015tablet AOV

$160.42

Smartphone

Smartphone

Tablet

Tablet

Average Order Value

3.00%

2.50%

2.00%

1.00%

1.50%

0.50%

0.00%

APR MAY JUNJAN FEB MAR

Q2 2015Q1 2015

$175

$150

$125

$100

$50

$75

$25

$0

APR MAY JUNJAN FEB MAR

Q2 2015Q1 2015

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Quarter-over-Quarter Change in Market ShareFrom Q1 2015 to Q2 2015, smartphone traffic from email increased 19%; direct decreased 11%.

Traffic SourcesIn Q2 2015, 44% of all smartphone visits arrived from search; 24% arrived direct.

100%60% 80%40%10% 90%50%20% 70%30%0%

44%13%19%24%

DirectTyping in the exact URL

EmailLanding on a page from a marketing email

ReferralNavigating from another site or advertisement

SearchUtilizing a search engine (organic and paid)

direct11%

email19%

referral7%

search2%LJj @

1% iOS

39% Android

From Q1 2015 to Q2 2015, iOS 8’s share of total smartphone revenue increased 19%; Lollipop's share increased 600%.Quarter-over-Quarter Change in Revenue Market Share


6Smartphone Operating Systems

14%18%3%

Lollipop

KitKat

Jelly Bean & older

56%8%1%

iOS 8

iOS 7

iOS 6 & older

12%21%6%

Lollipop

KitKat

Jelly Bean & older

52%8%1%

iOS 8

iOS 7

iOS 6 & older

% iOS

44%600%38%19%

In Q2 2015, iOS accounted for 61% of all smartphone visits; Android accounted for 39%.

In Q2 2015, iOS accounted for 65% of all smartphone revenue; Android accounted for 35%.

VISITS MARKET SHARE REVENUE MARKET SHARE

35% Android$U

KitKatLollipopiOS 7iOS 8

From Q1 2015 to Q2 2015, iOS 8’s share of total tablet revenue increased 13%; Lollipop’s share increased 100%.Quarter-over-Quarter Change in Revenue Market Share


7Tablet Operating Systems

13%2%8%

KitKat

Jelly Bean

Lollipop, Ice Cream Sandwich, & older

60%15%2%

iOS 8

iOS 7

iOS 6 & older

17%3%

12%

KitKat

Jelly Bean

Lollipop, Ice Cream Sandwich, & older

52%13%3%

iOS 8

iOS 7

iOS 6 & older

KitKatLollipopiOS 7iOS 8100%32%13%

% iOS

32% Android

77% iOS

23% Android

18%

$U

In Q2 2015, iOS accounted for 68% of all smartphone visits; Android accounted for 32%.

In Q2 2015, iOS accounted for 77% of all smartphone revenue; Android accounted for 23%.

VISITS MARKET SHARE REVENUE MARKET SHARE

60%Apple iPhone

2%Samsung Galaxy Note 4

8%Samsung Galaxy S5

23%Other

2%Samsung Galaxy S3


8Top Mobile Devices

In Q2 2015, the top five devices accounted for 77% of total smartphone traffic. In Q2 2015, the top five devices accounted for 84% of total tablet traffic. SMARTPHONES TABLETS

100% 100%

0% 0%

16%Other

2%Barnes & Noble Nook

3%Samsung Galaxy Tab 4

3%Samsung Galaxy Tab 3

8%Amazon Kindle Fire

68%Apple iPad

5%Samsung Galaxy S4

Quick Highlights

About the Mobile Commerce Index

• Compared to Q2 2015, smartphone conversion increased 2%; tablet conversion decreased 10%. (page 4)

• From Q1 2015 to Q2 2015, smartphone AOV increased 2%; tablet AOV increased 1%. (page 4)

• In Q2 2015, 44% of all smartphone visits arrived from search; 24% arrived direct. (page 5)

• From Q1 2014 to Q2 2015, iOS 8’s share of total smartphone revenue increased 19%; Lollipop's share increased 600%. (page 6)

• In Q2 2015, iOS accounted for 77% of all tablet revenue; Android accounted for 23%. (page 7)

• From Q1 2014 to Q2 2015, iOS 8’s share of total tablet revenue increased 13%; Lollipop’s share increased 100%. (page 7)

• In Q2 2015, the top five devices accounted for 77% of total smartphone traffic. (page 8)

• In Q2 2015, the top five devices accounted for 84% of total tablet traffic. (page 8)

• In Q2 2015, 28% of all online revenue was generated on a smartphone or tablet. (page 3)

• From Q1 2014 to Q2 2015, smartphone email increased 19%; direct decreased 11%. (page 5)

• In Q2 2015, iOS accounted for 65% of all smartphone revenue; Android accounted for 35%. (page 6)

The Branding Brand Mobile Commerce Index (MCI) is the largest collection of data on retail websites specifically designed for mobile devices. Each month at blog.brandingbrand.com, the Index identifies commerce and consumer trends across samples of Branding Brand clients in various industries, including apparel, health and beauty, and home goods.

In total, Branding Brand’s platform powers the mobile websites and apps of over 200 major retailers around the world. Mobile Commerce Index: Q2 2015 | Branding Brand

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Q2 2015 Mobile Commerce Index (MCI) - Branding Brand

Mobile

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