Dive Brief:
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Shoppers spend 125% more — in all product categories — when they shop using their smartphones, according to a new study by e-commerce platform company MarketLive.
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It isn’t just mobile sales. Consumers are using their phones to begin a shopping trip that may end at a retailer’s physical location or its website, the study found. In fact, brick-and-mortar retailers saw a triple-digit increase in purchases coming from smartphones, according to the research.
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Revenues that did come directly from mobile devices rose 125% compared to Q4 last year.
Dive Insight:
First there was online shopping — and then there was online shopping on mobile. Clearly shoppers are putting their phones to good use, though the "why" hasn't been teased out just yet. It could be that phones, the mobile web, and retail apps are finally working well, or it could be the economy. Most likely it’s some combination. But retailers whose sites don’t perform well on mobile or are behind in their mobile optimization are missing out.