NEW YORK, June 29, 2016 /PRNewswire/ -- The L2 Intelligence Report released today, "Mobile: 2016," examines how mobile has transformed brands' omnichannel, content, commerce, and loyalty strategies, showing how these strategies—or lack thereof—have widened the gap between winners and losers.
The third annual Mobile report evaluates the approach and performance of 68 brands in the fashion, beauty, sportswear, and retail sectors.
Since 2013, time spent on mobile devices has exceeded that of desktop. As of 2015, mobile has accounted for two of three digital media minutes, and apps alone represent half of our digital time. Brands' traffic logs validate the trend, as exponential growth in mobile traffic has been coupled with plateauing desktop activity that shows further signs of decline. Just as online commerce caused tectonic shifts in retail, mobile is doing the same to desktop commerce sales: As of 2015, almost half of online USA retail shopping traffic sources came from mobile devices.
"Retail is ground zero for mobile impact and managers are deploying mobile assets to drive both online and offline transactions," said Evan Neufeld, VP, Intelligence for L2. "Winners are taking innovative approaches, but many brands are getting caught behind the curve, deploying desktop practices that no longer work."
Key findings from L2's report include:
- Overall, 70 percent of brands offered expedited payment options via their mobile site and/or application. Among expedited payment options offered, PayPal dominates.
- While 86 percent of retailers require an email address to start the checkout process—a critical input for cross-device cart continuity—the vast majority of Fashion (40 percent), Sportswear (11 percent), and Beauty (27 percent) brands don't require consumers to input their email as the first step to checkout.
- In the stampede to shift to responsive design, many brands have simply mirrored their lengthy desktop checkout process on mobile, with the average checkout experience requiring a consumer to input anywhere from thirteen to sixteen fields. To compound this, less than a third of these fields typically leverage the native drop-down fields and iOS-enabled navigation to make that experience more seamless.
- Although display spend on mobile advertising surpassed that of desktop in 2015—$15 billion and $10.6 billion, respectively—many brands are underinvesting in mobile advertising, with 64 percent of impressions still being served on desktops.
The report features case studies on brands including but not limited to: Arm & Hammer, bareMinerals, Cole Haan, Domino's, Everlane, L'Oréal, Lululemon Athletica, Nordstrom, Pepsi, and Walmart.
Download L2's Mobile: 2016 report here.
L2 benchmarks the digital performance of over 1,800 brands across 14 industries globally. Our proprietary Digital IQ Index® is the global standard for measuring digital competence. We analyze 1,250 data points across site & ecommerce, digital marketing, social media, and mobile to provide brands with actionable, data driven insights on their digital performance.
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