Q2 2015: Quarterly Mobile Trends
Branding Brand Mobile Commerce Index
Mobile Commerce Index: Q2 2015 | Branding Brand
Data Used
2
Branding Brand powers web, app, and in-store experiences for over 200 major
brands. This report contains data from a sample of clients running on its platform.
WHO
WHAT
WHEN
100 Retailers
Mobile Sites
Q2 2015
U.S. only
No apps
April - June 2015
Q2 2015 Performance
100 mobile sites experienced a total of 295,125,987 visits and $236,033,274 in revenue.
U
295,125,987
visits
3%
compared to Q1 2015
$
$236,033,274
revenue
3%
compared to Q1 2015
Mobile Commerce Index: Q2 2015 | Branding Brand
Revenue Market Share
3
In Q2 2015, 28% of all online revenue was generated on a smartphone or tablet.
84%
82%
80%
78%
77%
75%
73%
72%
72%
72%
desktop
28%
16%
18%
Q1 2013
Q2 2013
20%
Q3 2013
22%
23%
25%
Q4 2013
Q1 2014
Q2 2014
27%
28%
28%
Q3 2014
Q4 2014
Q1 2015
mobile
Q2 2015
Quarter-over-Quarter Change in Market Share
From Q1 2015 to Q2 2015, mobile’s share of total online revenue showed no change.
%
change in desktop
revenue market share
%
change in desktop
revenue market share
Mobile Commerce Index: Q2 2015 | Branding Brand
Conversion
4
3.00%
Compared to Q1 2015, smartphone conversion increased 2%;
tablet conversion decreased 10%.
2.50%
2.00%
0.96%
average Q2 2015
smartphone conversion
2.08%
average Q2 2015
tablet conversion
1.50%
1.00%
0.50%
Smartphone
Tablet
0.00%
JAN
FEB
MAR
APR
Q1 2015
Average Order Value
$150
$111.46
$100
average Q2 2015
smartphone AOV
average Q2 2015
tablet AOV
JUN
Q2 2015
$175
From Q1 2015 to Q2 2015, smartphone AOV increased 2%; tablet
AOV increased 1%.
$160.42
MAY
$125
$75
$50
$25
Smartphone
Tablet
$0
JAN
FEB
Q1 2015
MAR
APR
MAY
JUN
Q2 2015
Mobile Commerce Index: Q2 2015 | Branding Brand
Traffic Sources
5
In Q2 2015, 44% of all smartphone visits arrived from search; 24% arrived direct.
Direct
Typing in the exact URL
24%
0%
10%
Referral
Navigating from another site
or advertisement
Email
Landing on a page from a
marketing email
20%
19%
30%
40%
Search
Utilizing a search engine
(organic and paid)
13%
50%
44%
60%
70%
80%
90%
100%
Quarter-over-Quarter Change in Market Share
From Q1 2015 to Q2 2015, smartphone traffic from email increased 19%; direct decreased 11%.
j
11%
direct
@
19%
email
J
7%
referral
L
2%
search
Mobile Commerce Index: Q2 2015 | Branding Brand
Smartphone Operating Systems
6
VISITS MARKET SHARE
REVENUE MARKET SHARE
In Q2 2015, iOS accounted for 61% of all smartphone visits;
Android accounted for 39%.
In Q2 2015, iOS accounted for 65% of all smartphone revenue;
Android accounted for 35%.
35
3
ndroid
$
  % iOS
 1 % iOS
52%
8%
1%
iOS 8
iOS 7
iOS 6 & older
ndroid
%A
A
9%
U
12%
21%
6%
Lollipop
KitKat
Jelly Bean & older
56%
8%
1%
iOS 8
iOS 7
iOS 6 & older
14%
18%
3%
Lollipop
KitKat
Jelly Bean & older
Quarter-over-Quarter Change in Revenue Market Share
From Q1 2015 to Q2 2015, iOS 8’s share of total smartphone revenue increased 19%; Lollipop's share increased 600%.
19%
iOS 8
38%
iOS 7
600%
Lollipop
44%
KitKat
Mobile Commerce Index: Q2 2015 | Branding Brand
Tablet Operating Systems
7
VISITS MARKET SHARE
REVENUE MARKET SHARE
In Q2 2015, iOS accounted for 68% of all tablet visits;
Android accounted for 32%.
In Q2 2015, iOS accounted for 77% of all tablet revenue;
Android accounted for 23%.
23 %
32
$
  % iOS
52%
13%
3%
iOS 8
iOS 7
iOS 6 & older
roid
droid
An
nd
%
U
A
7 7 % iOS
17%
3%
12%
KitKat
Jelly Bean
Lollipop, Ice Cream
Sandwich, & older
60%
15%
2%
iOS 8
iOS 7
iOS 6 & older
13%
2%
8%
KitKat
Jelly Bean
Lollipop, Ice Cream
Sandwich, & older
Quarter-over-Quarter Change in Revenue Market Share
From Q1 2015 to Q2 2015, iOS 8’s share of total tablet revenue increased 13%; Lollipop’s share increased 100%.
13%
iOS 8
32%
iOS 7
100%
Lollipop
18%
KitKat
Mobile Commerce Index: Q2 2015 | Branding Brand
Top Mobile Devices
8
SMARTPHONES
TABLETS
In Q2 2015, the top five devices accounted for 77% of total smartphone traffic.
In Q2 2015, the top five devices accounted for 84% of total tablet traffic.
100%
100%
23%
2%
Other
Samsung Galaxy Note 4
16%
2%
Barnes & Noble Nook
Other
3%
2%
Samsung Galaxy Tab 4
3%
Samsung Galaxy S3
5%
8%
Samsung Galaxy S4
Samsung Galaxy S5
Samsung Galaxy Tab 3
8%
Amazon Kindle Fire
68%
60%
Apple iPad
Apple iPhone
0%
0%
Mobile Commerce Index: Q2 2015 | Branding Brand
Quick Highlights
• In Q2 2015, 28% of all online revenue was generated on a
smartphone or tablet. (page 3)
• Compared to Q1 2015, smartphone conversion increased 2%;
tablet conversion decreased 10%. (page 4)
• From Q1 2015 to Q2 2015, smartphone AOV increased 2%;
tablet AOV increased 1%. (page 4)
• In Q2 2015, 44% of all smartphone visits arrived from search;
24% arrived direct. (page 5)
• From Q1 2015 to Q2 2015, smartphone traffic from email
increased 19%; direct decreased 11%. (page 5)
9
• From Q1 2015 to Q2 2015, iOS 8’s share of total smartphone
revenue increased 19%; Lollipop's share increased 600%.
(page 6)
• In Q2 2015, iOS accounted for 77% of all tablet revenue;
Android accounted for 23%. (page 7)
• From Q1 2015 to Q2 2015, iOS 8’s share of total tablet revenue
increased 13%; Lollipop’s share increased 100%. (page 7)
• In Q2 2015, the top five devices accounted for 77% of total
smartphone traffic. (page 8)
• In Q2 2015, the top five devices accounted for 84% of total
tablet traffic. (page 8)
• In Q2 2015, iOS accounted for 65% of all smartphone revenue;
Android accounted for 35%. (page 6)
About the Mobile Commerce Index
The Branding Brand Mobile Commerce Index (MCI) is the largest
collection of data on retail websites specifically designed for mobile devices.
Each month at blog.brandingbrand.com, the Index identifies commerce
and consumer trends across samples of Branding Brand clients in various
industries, including apparel, health and beauty, and home goods.
In total, Branding Brand’s platform powers the mobile websites and apps
of over 200 major retailers around the world.
Mobile Commerce Index: Q2 2015 | Branding Brand