Mobile shoppers making more purchases in-app than on web

Mobile shoppers made 108% more purchases in-app than on the mobile web over the holidays, according to a new study by Button, the mobile commerce partnerships platform.

Overall, mobile accounted for 51% of all holiday shopping traffic and 30% of sales. That amounts to roughly $38.8 billion, which represents a 55% revenue increase from mobile over the last 12 months. Importantly, the findings highlight that mobile is no longer just an added tactic, but instead a strategic option for businesses.

The number of users browsing on their mobile devices in 2018 increased 61%, whilst order volumes were 106% higher.

Meanwhile, consumers spent 121% more using their mobile devices this holiday season, according to Button data.

Thanksgiving stood out as one of the best days for mobile shopping, whilst Cyber Monday resulted in the highest purchase volume.

The top categories this holiday season included electronics, toys, home supplies, sports and outdoors, clothes and fashion.

Interestingly, shopping apps came out as the clear winners of the holiday shopping season in 2018, with a 14% higher conversion rate than mobile web. Revenue in-app was also up 117% compared to mobile web.

Google research has previously shown that shoppers are more open to making purchases from new retailers during the holiday season (61%+). Indeed, Button noted a spike in first-time brand shoppers across its Marketplace with a 43% higher app install rate.

“The data showed that app shoppers spent more and made more repeat purchases than mobile web shoppers, highlighting the opportunity among engaged app users,” the report concluded.