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2017 eMarketer Inc. 1

eMarketer US Mobile StatPack

Presented by

January 2017

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Overview

US mobile device reach

Mobile shoppers and buyers

Mcommerce influence

The eMarketer US Mobile StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long.

The StatPack is broken out into three sections:

2017 eMarketer Inc.

US Mobile Device Reach

2017 eMarketer Inc.

Mobile Devices Are Nearly Ubiquitous

81.4%More than 80% of the US population has a mobile phone, according to eMarketer data. That includes individuals of any age, including those ages 0-11.

2017 eMarketer Inc.

By some measures, mobile is more common than TV

According to GfK MRI data, among those 18 and older, 95.1% have mobile phones, compared to 89.1% who had watched TV at least once in the past week.

2017 eMarketer Inc.

Mobile has surpassed desktop in access to the internet

According to the GfK MRI data, more people go online via mobile phone than via desktop/laptop.

2017 eMarketer Inc.

Mobile internet use is most common among the young and the higher earners

Penetration stood at 49.2% for the least-affluent homes, compared with 88.1% of those at the top end of the income scale.

Mobile internet usage also declined with increasing age, GfK MRI found.

2017 eMarketer Inc.

Mobile Shoppers and Buyers

2017 eMarketer Inc.

Mobile shoppers will be virtually synonymous with digital shoppers by 2020

88.5%

98.4%

70%2016 2017 2018 2019 2020

US Mobile Shoppers as a Percent of Digital Shoppers, 2016-2020

Definition: ages 14+; mobile shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally

Chart1

171

184.4

194.5

204.7

213.7

220.2

US Mobile Shoppers (Millions)

Digital shoppers

4.1

201520162017201820192020

Digital shoppers202.7208.3214.2219.0221.5223.8

201520162017201820192020

millionsmillionsmillionsmillionsmillionsmillions


Digital buyers169.8986061329176.6762069616183.2991957084188.8801813847192.9645157231196.6751734107

4.1

US Digital Shoppers, (Millions)

Digital shoppers

4.2

201520162017201820192020

Digital buyers75.6%77.0%78.4%79.6%80.5%81.3%

4.2

Digital Shoppers as percent of Intergnet users hart title here,

Digital buyers

4.3

201520162017201820192020


201520162017201820192020

millionsmillionsmillionsmillionsmillionsmillions


Digital buyers169.8986061329176.6762069616183.2991957084188.8801813847192.9645157231196.6751734107

4.3

US Digital Shoppers, (Millions)

Digital shoppers

5.1

201520162017201820192020

Digital buyers169.9176.7183.3188.9193.0196.7

5.1

US Digital Buyers, (Millions)

Digital buyers

6.0

^.0

6.1

INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR

1. Input category names, dates, and data into CHART DATA section below.

(if your #s aren't %s, first change the cell format to numbers)

2. Update category (CAT-) names by overwriting labels (move text boxes as needed).

3. Make other formatting changes as desired to make chart fit your needs.

4. Use color for emphasis

CHART DATA

201520162017201820192020

CAT1$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45

201520162017201820192020

$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45

6.1

US Retail Ecommerce Sales, 2015-2020, (billions of cllars)

CAT1

7.0

201520162017201820192020

% of total retail sales7.3%8.2%9.2%10.2%11.4%12.6%

Step by step instructions on how to edit a Vertical Bar

2) If needed, change the maximum number of categories (Years), see Step 3.

Otherwise, go to step 5.

1) Start data entry at "CAT1"

3) Select chart and click on the top right funnel symbol (Chart Filters)

5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.

4) Turn on/off "Categories" as required

7.0 (2)

201520162017201820192020

% of total retail sales15.4%18.4%21.8%25.7%29.7%34.1%

8.0

INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH

CHART DATA

201520162017201820192020

Mobile as % of retail ecommerce sales23.6%29.1%34.0%39.0%44.0%48.5%

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%

US Retail Mcommerce Sales, 2015-2020

20112012201520162017201820192020

Billions13.9792825.238480.938796115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418

% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091

% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485

% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341

8.0

Chart title here, (Unit value here)

Mobile as % of retail ecommerce sales

8.1


CHART DATA

201520162017201820192020

Retail Mobile Commerce Revenue80.9115.9156.4206.5267.3335.8

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%


20112012201520162017201820192020

Billions13.9792825.238480.938796115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418

% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091



Step by step instructions on how to edit a Line Graph

Changing from % to #, see step 6

Otherwise, go to step 10

2) If needed, change the maximum number of categories, see Step 3.





7) Change Number Category from "Percentage" to "Number"

6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."

4) Turn on/off "Series" "Categories" as required

8) Press Reset on the maximum bounds number

9) change Units-Major value to match the Bounds-Maximum value

Do this by clicking once then a second time, this will select a single data label

5) Delete all data labels leaving only the first and last

1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.

2. Update category, CAT#, names by over writing labels. Move text boxes as needed.



8.1

Mcommerce sales (Billions)

Retail Mobile Commerce Revenue

8.2


CHART DATA

201520162017201820192020

Retail Smartphone Commerce Revenue37.767.2101.7145.6199.9261.6

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%


20112012201520162017201820192020

Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418

% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091






















8.2

Retail Smartphone Commerce Sales (Billions)

Retail Smartphone Commerce Revenue

9.0


CHART DATA

FebruaryMarchAprilMayJuneJulyAugustSeptemberOctober

US Foot Traffic Growth in 2016-6.6%-9.7%-6.5%-9.9%-8.9%-5.8%-6.6%-9.0%-8.5%

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%


20112012201520162017201820192020

Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418

% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091






















9.0

Source: RetailNext, Retail Performance Pulse: Year-Ove-Year Report

US Foot Traffic Growth in 2016

10.0

INSTRUCTIONSAREA GRAPHHOW TO EDIT: AREA GRAPH

CHART DATA

Q2 2015Q3 2015Q4 2015Q1 2016Q2 2016

Desktop59.5%57.6%54.3%53.9%52.3%

Smartphone26.0%28.2%32.1%32.9%35.1%

Tablet14.5%14.2%13.6%13.2%12.7%




















10.0

Desktop

Smartphone

Tablet

Source: Monetate, EcommeShare of total internet traffic(Unit value here)

Desktop

Smartphone

Tablet

11.0


CHART DATA

2.4 sec3.3 sec3.6 sec4.2 sec4.8 sec5.7 sec

Retail Smartphone Commerce Revenue1.9%1.5%1.3%1.0%0.8%0.6%

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%


20112012201520162017201820192020

Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418

% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091



Step by step instructions on how to edit an Area Graph

















11.0

Source: SOASTA, 2015

Retail Smartphone Commerce Revenue

Mobile conversion rates by load time speed

11.1







CHART DATA

Boucned SessionsNon-bounced Sessions2017201820192020

Load Time6.94.5460.09529.56607.41692.45

201520162017201820192020

$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45




















11.1

Source: SOASTA, 2016 Load Time in seconds

Load Time

11.2







CHART DATA

Sessions that convertedConvertedUnconverted2017201820192020

Images1931460.09529.56607.41692.45

201520162017201820192020

$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45








11.2

Source: SOASTA, 2016 Images on site

Images

12.1


CHART DATA

Percentage of sessions from new visitorsQ4 2015Q1 2016Q2 20162017201820192020

Desktop58.0%56.0%53.0%93.0%94.0%95.0%96.0%

Tablet48.0%46.0%44.0%83.0%84.0%85.0%86.0%

Mobile47.0%46.0%42.0%73.0%74.0%75.0%76.0%

CAT460.0%61.0%62.0%63.0%64.0%65.0%66.0%

CAT550.0%51.0%52.0%53.0%54.0%55.0%56.0%

CAT640.0%41.0%42.0%43.0%44.0%45.0%46.0%

CAT730.0%31.0%32.0%33.0%34.0%35.0%36.0%

CAT820.0%21.0%22.0%23.0%24.0%25.0%26.0%

CAT910.0%11.0%12.0%13.0%14.0%15.0%16.0%

CAT100.0%1.0%2.0%3.0%4.0%5.0%6.0%








12.1

Desktop

Tablet

Mobile

Source: Demac Media, Percentage of sessions from new visitors

Desktop

Tablet

Mobile

[]

13.0







CHART DATA

Organic SearchPaid SearchEmailDirectAffiliateSocial MediaDisplayOther

Q3 2016 Percentage of Ecommerce Generated21.8%19.9%19.8%19.0%11.4%2.1%0.9%5.2%

201520162017201820192020

$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45




















13.0

Source: Custora, Q3 2016 Publse E-Commerce, October 13, 2016

Q3 2016 Percentage of Ecommerce Generated

14.0







CHART DATA

DesktopTabletSmartphoneDirectAffiliateSocial MediaDisplayOther

Adobe2.8%1.8%0.9%

Monetate3.6%2.9%1.2%

201520162017201820192020

$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45








14.0

Source: Addobe 6

Adobe

15.0

INSTRUCTIONSSMALL MULTIPLESHOW TO EDIT: SMALL MULTIPLES

CHART DATA

2013201420152016

CAT15.0%19.0%28.0%37.0%

CAT2$ 0.2$ 0.6$ 1.0$ 1.4

CAT371.0%72.0%73.0%74.0%

CAT461.0%62.0%63.0%64.0%

CAT551.0%52.0%53.0%54.0%

CAT641.0%42.0%43.0%44.0%

CAT731.0%32.0%33.0%34.0%

CAT821.0%22.0%23.0%24.0%

CAT911.0%12.0%13.0%14.0%

CAT101.0%2.0%3.0%4.0%








15.0




Percentage of US retail sales influenced by mobile, 2013-2016




Percentage of US retail sales influenced by mobile, 2013-2016

CAT1

CAT1

CAT1

CAT1

CAT1

CAT1

CAT1

CAT1

16.0


CHART DATA

2013201420152016

CAT114.0%36.0%49.0%56.0%

CAT2$ 0.3$ 1.1$ 1.8$ 2.1

CAT371.0%72.0%73.0%74.0%

CAT461.0%62.0%63.0%64.0%

CAT551.0%52.0%53.0%54.0%

CAT641.0%42.0%43.0%44.0%

CAT731.0%32.0%33.0%34.0%

CAT821.0%22.0%23.0%24.0%

CAT911.0%12.0%13.0%14.0%

CAT101.0%2.0%3.0%4.0%

Step by step instructions on how to edit Small Multiples



2) To change the displayed category (Currently set to CAT1) see Step 3.



















US retail sales influenced by mobile, 2013-2016 (in trillion)

CAT2

17.0


CHART DATA

Q2 2015Q2 201620152016

App share of retail mobile transactions47.0%54.0%49.0%56.0%

Average Order Value Apps$ 91$ 127$ 1.8$ 2.1

Average Order Value Web$ 98$ 9573.0%74.0%

CAT461.0%62.0%63.0%64.0%

CAT551.0%52.0%53.0%54.0%

CAT641.0%42.0%43.0%44.0%

CAT731.0%32.0%33.0%34.0%

CAT821.0%22.0%23.0%24.0%

CAT911.0%12.0%13.0%14.0%

CAT101.0%2.0%3.0%4.0%

18.0


CHART DATA

18201520162017201820192020

Apparel and accessories$ 63.93$ 74.33$ 85.94$ 98.98$ 113.59$ 129.49

Auto and parts$ 36.32$ 42.22$ 49.00$ 56.66$ 65.11$ 74.23

Books/music/video$ 28.77$ 33.38$ 38.51$ 44.27$ 50.72$ 57.82

Computer and consumer electronics$ 53.84$ 64.93$ 76.84$ 87.91$ 100.22$ 114.25

Furniture and home furnishings$ 26.92$ 31.47$ 36.53$ 42.26$ 48.53$ 55.33

Food and beverage$ 8.33$ 9.76$ 11.36$ 13.19$ 15.19$ 17.38

Health and personal care$ 24.52$ 28.68$ 33.26$ 38.39$ 44.10$ 50.27

Office equipment and supplies$ 9.20$ 10.52$ 11.96$ 13.56$ 15.31$ 17.45

Toys and hobby$ 14.71$ 17.29$ 20.15$ 23.41$ 27.03$ 30.81

Other$ 76.40$ 85.76$ 96.53$ 110.94$ 127.62$ 145.41

19.0

INSTRUCTIONSDOT PLOT #HOW TO EDIT: DOT PLOT

Do not editCHART DATA #

DOT SPACING

COLUMNSQ2/3 2015Q2/3 2016

11Desktop Q2 (Adobe)$13,335$16,115

10Desktop Q3 (Monetate)$8,083$10,320

9Desktop Q3 (Branding Brand)$1,672$2,221

8Tablet Q2 (Adobe)$1,167$1,464

7Tablet (Monetate)$1,037$1,202

6Tablet (Branding Brand)$926$1,125

5Smartphone (Adobe)$766$896

4Smartphone (Monetate)$284$378

3Smartphone (Branding Brand)$184$248

2CAT2$199$255DOT PLOT %

1CAT1$14,362$16,614

CHART DATA %

Q2/3 2015Q2/3 2016

Desktop Q2 (Adobe)2.7%2.8%

Desktop Q3 (Monetate)3.6%3.6%

Desktop Q3 (Branding Brand)2.5%

Tablet (Adobe1.8%2.0%

Tablet (Monetate)3.1%2.9%

Tablet (Branding Brand)2.1%

Smartphone (Adobe)0.9%1.0%

Smartphone (Monetate)1.3%1.2%

Smartphone (Branding Brand)1.2%

19.0

Q2/3 2015

Q2/3 2016

Desktop Q2 (Adobe)

Desktop Q3 (Monetate)

Desktop Q3 (Branding Brand)

Tablet Q2 (Adobe)

Tablet (Monetate)

Tablet (Branding Brand)

Smartphone (Adobe)

Smartphone (Monetate)

Smartphone (Branding Brand)

CAT2

CAT1


Q2/3 2016

Q2/3 2015

Horizontal Bar

INSTRUCTIONSHORIZONTAL BARHOW TO EDIT: HORIZONTAL BAR

CHART DATA

Data Series Label

CAT10.66 B

CAT21.50 B

CAT31.73 B

CAT42.09 B

CAT52.33 B

CAT62.38 B

CAT73.27 B

CAT83.43 B

CAT93.49 B

CAT106.65 B

Q2/3 2015

Q2/3 2016

Desktop Q2 (Adobe)

Desktop Q3 (Monetate)

Desktop Q3 (Branding Brand)

Tablet Q2 (Adobe)

Tablet (Monetate)

Tablet (Branding Brand)

Smartphone (Adobe)

Smartphone (Monetate)

Smartphone (Branding Brand)

Conversion Rates by Device

Q2/3 2016

Q2/3 2015

Step by step instructions on how to edit a Dot Plot

2) If needed, change the maximum number of categories to hide un-used lines, see Step 3.

i.e. (from CAT1-11)


6) Set the maximum bounds value to the number of categories in the data set.

i.e.: If you are using CAT1 - CAT5 change Maximum bounds value to "5"


3) Select chart and click on the top right + (Chart Elements)

4) Turn on "Axes"

6) Turn off "Axes"






Horizontal Bar


Data Series Label

Horizontal Stacked Bar

INSTRUCTIONSCHART 1: STACKED HORIZONTAL BAR CHARTHOW TO EDIT: STACKED HORIZONTAL BAR CHART

CHART DATA 1

CAT1AB

201640%60%

Auto generated field60%40%

CHART DATA 2CHART 2: MULTI STACKED HORIZONTAL BARCHART

AB

CAT110%10%

CAT210%10%

CAT310%10%

CAT410%10%

CAT510%10%

CAT610%10%

CAT710%10%

CAT810%10%

CAT910%10%

CAT1010%10%

Step by step instructions on how to edit a Horizontal Bar











Horizontal Stacked Bar

A

B


2016

Auto generated field

Line Graph


CHART DATA

2014201520162017201820192020

CAT190.0%91.0%92.0%93.0%94.0%95.0%96.0%

CAT280.0%81.0%82.0%83.0%84.0%85.0%86.0%

CAT370.0%71.0%72.0%73.0%74.0%75.0%76.0%

CAT460.0%61.0%62.0%63.0%64.0%65.0%66.0%

CAT550.0%51.0%52.0%53.0%54.0%55.0%56.0%

CAT640.0%41.0%42.0%43.0%44.0%45.0%46.0%

CAT730.0%31.0%32.0%33.0%34.0%35.0%36.0%

CAT820.0%21.0%22.0%23.0%24.0%25.0%26.0%

CAT910.0%11.0%12.0%13.0%14.0%15.0%16.0%

CAT100.0%1.0%2.0%3.0%4.0%5.0%6.0%

B


A

CAT1

CAT2

CAT3

CAT4

CAT5

CAT6

CAT7

CAT8

CAT9

CAT10

[VALUE]

Step by step instructions on how to edit a Stacked Horizontal Bar Chart

2) If needed, change the number of categories, see Step 3.


1) Start data entry at cell "I19"



4) Turn on/off "Categories" as required.





Line Graph

CAT1

CAT2

CAT3

CAT4

CAT5

CAT6

CAT7

CAT8

CAT9

CAT10


CAT1

CAT2

CAT3

CAT4

CAT5

CAT6

CAT7

CAT8

CAT9

CAT10

Slope Graph

INSTRUCTIONSSLOPE GRAPHHOW TO EDIT: SLOPE GRAPH

CHART DATA

20142015

CAT190.0%95.0%

CAT280.0%85.0%

CAT370.0%75.0%

CAT460.0%65.0%

CAT550.0%55.0%

CAT640.0%45.0%

CAT730.0%35.0%

CAT820.0%25.0%

CAT910.0%15.0%

CAT100.0%5.0%




















Slope Graph


CAT1

CAT2

CAT3

CAT4

CAT5

CAT6

CAT7

CAT8

CAT9

CAT10

CAT1

CAT2

CAT3

CAT4

CAT5

CAT6

CAT7

CAT8

CAT9

CAT10

Small Multiples


CHART DATA

201520162017201820192020

CAT155.0%92.0%93.0%94.0%95.0%96.0%

CAT281.0%82.0%83.0%84.0%85.0%86.0%

CAT371.0%72.0%73.0%74.0%75.0%76.0%

CAT461.0%62.0%63.0%64.0%65.0%66.0%

CAT551.0%52.0%53.0%54.0%55.0%56.0%

CAT641.0%42.0%43.0%44.0%45.0%46.0%

CAT731.0%32.0%33.0%34.0%35.0%36.0%

CAT821.0%22.0%23.0%24.0%25.0%26.0%

CAT911.0%12.0%13.0%14.0%15.0%16.0%

CAT101.0%2.0%3.0%4.0%5.0%6.0%

Step by step instructions on how to edit aSlope Graph













3) Select chart and click on the top right + (Chart Elements)

4) Turn on "Primary Vertical"





Small Multiples


CAT1

Step by step instructions on how to edit Small Multiples



2) To change the displayed category (Currently set to CAT1) see Step 3.
















2017 eMarketer Inc.

Mobile shoppers are increasingly willing to buy on their devices

121.8

136.3147.3

155.5162.8

168.7

2015 2016 2017 2018 2019 2020

US Mobile Buyers, 2015-2020 (millions)

77.2%

85.8%

2016 2017 2018 2019 2020

US Mobile Buyers as a Percent of Digital Buyers, 2016-2020

Definition: ages 14+; mobile buyers are mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year

2017 eMarketer Inc.

A big driver of ecommerce growth is mobile commerce

29.1%

48.5%

2016 2017 2018 2019 2020

US Mobile as a Percent of Retail Ecommerce Sales, 2016-2020

2017 eMarketer Inc.

Retail mcommerce sales will nearly triple in four years due to sales via smartphones

2017 eMarketer Inc.

Mobile commerce is shifting away from tablets and toward smartphones

By Q2 2016, 70% of all mcommerce on the Criteo platform was being done via smartphones

2017 eMarketer Inc.

Finance leads among industries for its mcommerce share of ecommerce sales

2017 eMarketer Inc.

Within retail, video games, consoles and accessories lead as mobile purchases

94%

89%

89%

76%

72%

54%

49%

41%

6%

11%

11%

24%

28%

46%

51%

59%

0% 100%Desktop Mobile

Computers/peripherals/PDAs

Consumer electronics

US Ecommerce Sales, by Device, Q3 2016

Home & garden

Apparel & accessories

CPG

Jewelry & watches

Toys & hobbies

Video games/consoles/ accessories

Source: comScore, eCommerce and Mcommerce Measurement, Nov 2016

2017 eMarketer Inc.

Mcommerce Performance

2017 eMarketer Inc.

Mobile now influences more than a third of total retail sales in the US

*A retail sale is influenced by mobile if the consumer discovers, searches for, researches or price compares the product during the purchase path

Source: Deloitte, Sep 2016

37% of US retail sales in 2016 were influenced* by mobile, which translated to $1.4 trillion in sales

2017 eMarketer Inc.

The majority of online shopping traffic is mobile, with most coming from smartphones

61.4%47.7%

24.1%40.3%

14.5% 12.0%

Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016

Desktop/laptop

Smartphone

Tablet

US Ecommerce Traffic Share, Q3 2015-Q3 2016

Source: Monetate, Nov 2016

2017 eMarketer Inc.

In late 2015, mobile was the majority source of traffic for the first time

2017 eMarketer Inc.

Factors that affect a smartphone's conversion rate:

Device type

Screen size

Operating system

Load time

2017 eMarketer Inc.

Load time is a crucial factor in mobile conversions

Source: SOASTA, Sep 2015

1.9%

0.6%

0.0%

1.0%

2.0%

3.0%

2.4 3.3 3.6 4.2 4.8 5.7 6.6

Mobile Conversion Rates, by Load Time Speed (in seconds)

2017 eMarketer Inc.

Any page elements that slow load time reduce conversions

19

31

Converted Unconverted

Average Number of Images for Mobile Sites, Converted vs. Unconverted (images per page)

Source: Google/SOASTA via Think with Google, July 2016

2017 eMarketer Inc.

The majority of retail mcommerce orders comes via iOS users

2017 eMarketer Inc.

Apps outperform mobile web

App conversion rates are

3Xhigher than mobile web

conversion rates

Mobile Web

47.0%

54.0%

40%Q2 2015 Q2 2016

$91

$127

$98 $95

75

150

Q2 2015 Q2 2016

Mobile web

Apps

Source: Criteo, H1 2016

App Share of Global Retail Mobile Transactions

Average Order Value, by Channel

2017 eMarketer Inc.

Half of US internet users on mobile visit Amazon to research products

MONETIZING MOBILE SHOPPERS: WHAT BRANDS NEED TO KNOW

71%

RECOMMENDATIONS HAVE THEIR PLACES, BUT SHOPPERS REALLY WANT A DEAL

I like in-app/in-browser messages that contain...

While a product reco can nudge some users to buy, once theyre in

your app, people would rather see a deal or promotion.

ABANDONED CARTS ARE NORMALAND DONT MEAN SHOPPERS HAVE LOST INTEREST

When shopping online, I put items

in my cart that I intend to purchase,

but I dont check out immediately.

SOMETIMES / 32%

ALWAYS / 21%

RARELY / 11%

NEVER / 4%

OFTEN / 32%

PEOPLE LIKE CUSTOMIZED MESSAGES, BUT NOT ALL PERSONALIZATION IS CREATED EQUAL

Online shoppers would rather have outreach customized based on their local weather instead of their name.

CUSTOMIZED BY WEATHER

CUSTOMIZED BY NAME

IF YOU WANT TO ENGAGE SHOPPERS, DONT BURY THEM IN MESSAGES

If you never accept push, why not?

TOO MANY MESSAGES

MESSAGES ARENT RELEVANT

OTHER

MESSAGE RECEIVED AT INCONVENIENT TIMES

PREFER SUGGESTIONS

PREFER PROMOS69%

27%

GET YOUR RESULTS S E E H O W Y O U R M A R K E T I N G E F F O R T S S T A C K U P W I T H A P P B O Y S D I G I T S M O B I L E M A R K E T I N G B E N C H M A R K S W E B T O O L . C H O O S E R E T A I L + E C O M M E R C E F R O M T H E I N D U S T R Y T A B T O G E T S T A R T E D .

56%

Be careful with pushusing this channel

to send too many messages is the #1 reason shoppers disable it.

SO

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85%

https://www.appboy.com/resources/digits/?utm_source=media-buy-emarketer&utm_medium=advertisement&utm_content=digits-experince&utm_campaign=2017-emarketer-mobile-stat-pack-0126


Methodology

Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. eMarketers forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies.

Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

Slide Number 1APPBOY FULL PAGE AD #1Slide Number 3US Mobile Device ReachMobile Devices Are Nearly UbiquitousBy some measures, mobile is more common than TVMobile has surpassed desktop in access to the internetMobile internet use is most common among the young and the higher earnersMobile Shoppers and BuyersMobile shoppers will be virtually synonymous with digital shoppers by 2020Mobile shoppers are increasingly willing to buy on their devicesA big driver of ecommerce growth is mobile commerceRetail mcommerce sales will nearly triple in four years due to sales via smartphonesMobile commerce is shifting away from tablets and toward smartphonesFinance leads among industries for its mcommerce share of ecommerce salesWithin retail, video games, consoles and accessories lead as mobile purchasesMcommerce PerformanceMobile now influences more than a third of total retail sales in the USThe majority of online shopping traffic is mobile, with most coming from smartphonesIn late 2015, mobile was the majority source of traffic for the first timeFactors that affect a smartphone's conversion rate:Load time is a crucial factor in mobile conversionsAny page elements that slow load time reduce conversionsThe majority of retail mcommerce orders comes via iOS usersApps outperform mobile webHalf of US internet users on mobile visit Amazon to research productsAPPBOY FULL PAGE AD #2Slide Number 28

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