Target also leads the pack when it comes to paid search spending, a new report finds.
The vendor’s 350 clients are experiencing massive mobile growth.
The momentum behind mobile commerce is unflagging. This is illustrated by a new study that finds the use of product demonstration and product selector shopping tools on smartphones grew 320% between August and November for the 350 retailer and manufacturer clients of Easy2 Technologies.
Similarly, the use of these tools on tablets, predominantly Apple Inc.’s iPad, grew 290% between August and November, the study finds.
“It is amazing to see how quickly mobile shopping is reaching critical mass,” says Ethan Cohen, CEO of Easy2 Technologies, which provides interactive product demonstration and product selector tools for web and mobile web sites. “A year ago, I could understand why some retailers and manufacturers chose not to invest in mobile merchandising. However, the growth that we are seeing is so explosive that anyone who does not begin investing in mobile technologies today will regret their decision a year from now.”
Mobile traffic to the 350 web or mobile web sites during the four-day Thanksgiving holiday weekend grew 98% year over year. It jumped 117% on Black Friday but only 45% on Cyber Monday. Easy2 believes there was greater mobile growth on Black Friday because consumers were out and about, compared with Cyber Monday when most online shoppers were hunkered down at their desktop computers.
The study also found that 95% of total smartphone traffic on the Thanksgiving holiday weekend stemmed from iPhone and Android devices.