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.
Mobile Commerce Index: Q2 2015 | Branding Brand
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
%
Mobile Commerce Index: Q2 2015 | Branding Brand
Mobile Commerce Index: Q2 2015 | Branding Brand
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
$0
APR MAY JUNJAN FEB MAR
Q2 2015Q1 2015
4
5
Mobile Commerce Index: Q2 2015 | Branding Brand
Quarter-over-Quarter Change in Market ShareFrom Q1 2015 to Q2 2015, smartphone traffic from email increased 19%; direct decreased 11%.
Traffic SourcesIn Q2 2015, 44% of all smartphone visits arrived from search; 24% arrived direct.
100%60% 80%40%10% 90%50%20% 70%30%0%
44%13%19%24%
DirectTyping in the exact URL
EmailLanding on a page from a marketing email
ReferralNavigating from another site or advertisement
SearchUtilizing a search engine (organic and paid)
direct11%
email19%
referral7%
search2%LJj @
1% iOS
39% Android
From Q1 2015 to Q2 2015, iOS 8’s share of total smartphone revenue increased 19%; Lollipop's share increased 600%.Quarter-over-Quarter Change in Revenue Market Share
Mobile Commerce Index: Q2 2015 | Branding Brand
6Smartphone Operating Systems
14%18%3%
Lollipop
KitKat
Jelly Bean & older
56%8%1%
iOS 8
iOS 7
iOS 6 & older
12%21%6%
Lollipop
KitKat
Jelly Bean & older
52%8%1%
iOS 8
iOS 7
iOS 6 & older
% iOS
44%600%38%19%
In Q2 2015, iOS accounted for 61% of all smartphone visits; Android accounted for 39%.
In Q2 2015, iOS accounted for 65% of all smartphone revenue; Android accounted for 35%.
VISITS MARKET SHARE REVENUE MARKET SHARE
35% Android$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
Mobile Commerce Index: Q2 2015 | Branding Brand
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
Mobile Commerce Index: Q2 2015 | Branding Brand
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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