Mother’s Day Goes Mobile
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May 11, 2017
This Mother’s Day, U.S. shoppers are expected to spend almost $23.6 billion, an increase of more than 10 percent over last year, making Mother’s Day the third largest retail event of the year (after the winter holidays and back to school).
Google stated that in 2015, more searches happened on mobile devices than on desktop, highlighting consumers' preference to use their mobile devices to research products and services. Mother’s Day shopping is no exception, as one out of three U.S. consumers will do their shopping online, and many will rely on their phones at some point during the process. One out of three online shoppers say they’ll use their phones to research gift ideas, and one out of five will use their devices to complete the purchase. Google also noted that there has been a 34-time increase in “near me” searches, with over 80 percent of these coming from mobile. Therefore, mobile is not only a key part of driving traffic to your digital properties, but also crucial to driving foot traffic in-store.
If you focus on these stats, it’s tempting to assume that, at least partly thanks to mobile, this will be a banner year for online retailers. However, there’s a catch: the bar for consumer expectations continues to rise. For example, a 100-millisecond delay in load time can decrease mobile conversion rates by up to 7 percent, and a two-second delay can increase bounce rates by 103 percent.
This data comes from Akamai’s new "State of Online Retail Performance" report, which analyzes the performance of retail sites from 10 billion online transactions.
*Authored by Akamai Chief Strategist for Commerce, Jason Miller