Where are you on the mobile maturity curve?
Mobile key facts:According to the 2019 mCommerce Index:
- 73% of Australian smartphone owners buy on their mobile, 55% go mobile shopping at least once a week.
- More than half of consumers shop on their mobile every day. That figure jumps to 65% for Millennials
- While preference for purchasing via mobile device dropped to 31% (it increased to 54% of 18-34 year olds), there’s an ongoing shift away from tablets.
- A quarter of all online sales in Australia are now made on a mobile.
- 47% of consumers are annoyed when sites don’t work on mobile and 20% have abandoned a purchase because a site wasn’t mobile-optimised.
- The average monthly spend via mobile device is $235
- But despite these numbers, only 60% of Australian businesses have mobile-optimised websites.
The mobile maturity curve
With so many consumers buying on their mobiles every day, it only makes sense that businesses are accommodating them. As of 2019, only 60% of Australian businesses are mobile pros with streamlined mobile websites that offer intuitive interfaces and smooth checkout experience.
On the other end of the spectrum are businesses that don’t know where to start or aren’t even sure they need mobile commerce capabilities. And in between are those who understand the importance of working with mobile shoppers and have started to make changes but aren’t quite working at full capacity.
Go from beginner to proNot everyone is a mobile commerce pro right from the get-go but you have to start somewhere. Let’s work our way up from the beginning.
The beginner stage
No matter what you sell, don’t assume that your customers aren’t likely to buy from you via their mobile. Even if all your research suggests they don’t, it’s worth putting in the investment as Google indexes websites based on their mobile version, not their desktop one, which means your search rankings and organic traffic can be significantly impacted.
The good news? All major eCommerce providers and website builders will automatically optimise your website for mobile devices. If your site isn’t working properly on mobiles, have a chat with your provider or developer to get it sorted.
The intermediate stageBusinesses in this stage generally have mobile-optimised sites but their checkout process is still cumbersome. Shoppers can navigate the mobile site easily – the buttons are big enough to tap, the pages load quickly and they’re free of clutter, and it’s easy to navigate from section to section. That’s keeping your customers generally happy.
But when they hit a painful checkout on mobile – a checkout that’s slow, requires too much data entry or requires the user to pinch to zoom – 26% will abandon the purchase.
The good news? You can quickly implement an intuitive, mobile-optimised checkout with a partner like PayPal. All our payment solutions are mobile-friendly to keep your customers happy.
The pro stageYour mobile is quick and nimble and so’s your checkout. This is great for customer preference, sales and search engine optimisation. But it doesn’t stop there. Australian shoppers are looking for the next big thing.
What’s next?Once you’ve nailed a mobile site and mobile checkout experience, the work doesn’t stop there. Here’s where the 2019 mCommerce Trends Report found Australians are now looking when it comes to buying online:
- Visual search: One in 5 Australians have used visual search (where they upload a photo to find similar items) when buying online, and 39% want to. What’s more, 40% said they’d be more likely to make a purchase online if they could use visual search, but only 8% of Australian businesses offer it.
- Shoppable video: Three in 10 Australians have seen an item in a film or video and tried to, or wanted to, find out more about it (e.g. price, where to buy, etc.). A quarter (24%) said they’d be more likely to make a purchase online if they could use shoppable video, but only 5% of Australian businesses offer it.