The results of the report that Econsultancy created along with Adobe are very positive: the percentage of companies that define themselves as “mobile-first,” i.e., that prioritize the mobile channel above all others, is increasing. This is good news, because in many industries, prioritizing the mobile channel will be a deciding factor for achieving success in the future where everything will revolve around the consumer.
The Quarterly Digital Intelligence Briefing states that, in spite of the cell phone’s larger role, companies that are planning a mobile strategy outnumber those that have already implemented one. Additionally, these strategies tend to be isolated, and they are not sufficiently integrated in the global strategy.
It is important to highlight the monitoring and control performed on the channel: 49% of companies have mobile apps, but the number of app downloads is what stands out, the most controlled in 76% of cases. Conversely, other measurements, such as recurrent use, usage time, leads generated, or conversion ratio are far behind in the ranking.
In the case of e-commerce, the cell phone is not simply the “second screen;” in fact, 21% of transactions are carried out directly from this device. A significant percentage of users connect to e-commerce exclusively with their mobile devices, one third of users in the US and 25% in the United Kingdom. Even though the statistics in the digital industry tend to be a little higher in the US than in other countries, they are a reliable indicator of the trend.
Another interesting statistic is the digital traffic, 31% is now through mobile devices. In fact, brands being able to build customer loyalty through portable devices is one of the most disruptive trends of the last few decades.
As a result, e-commerce has significantly evolved to adapt itself to these new trends, with quicker and more capable systems in optimizing user experience.
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