《《2016_mobile_influence_deloitte_ireland》.pdf

Mobile Influence 2013 The growing influence of mobile in store The growing influence of mobile in store Retailers need to shift the focus of their attention from mobile as a sales channel to viewing mobile as a driver of sales. The exponential growth in the ownership and usage of smartphones not only challenges retailers to think about how they make their products and services available to consumers online, but also offline. The mobile influence factor – the percentage of store sales where mobile phones are used as part of the shopping journey – stood at 6.8% in 2013. This equates to £18bn of stores sales, up 45% on 2012. Deloitte forecasts that the mobile influence factor will continue to rise in line with trends in the uptake of mobile technology and to reach 10-15% of store retail sales by 2017, representing between £27bn and £41bn in store sales. WHY IS MOBILE INFLUENCE IMPORTANT? 2013 2017 £29BN E-COMMERCE SALES £52BN £5BN M-COMMERCE SALES £12BN STORE SALES £261BN £276BN MOBILE INFLUENCED STORE SALES £18BN £41BN Mobile influence by category The mobile influence factor varies by store category, depending on the use of smartphones for shopping and the frequency of use. Electricals and furniture stores, where consumers purchase big ticket items, have the highest mobile influence factor which highlights the role smartphones can play in researching product information and reviews, and comparing prices. THE GROWING INFLUENCE OF MOBILE IN STORE used smartphones frequency of use by mobile influence mobile i