However the report said that despite the dominance of mobile, brands need to plan more carefully. Most ecommerce businesses need a better understanding of the true role of mobile within the omnichannel.
Marketers make the mistake of being focused on mobile at the expense of other channels. Unless the response is supported by analysis of a brand’s own consumer journey and mobile’s role within it, it can be easy to take the wrong action, the report said.
Basically a high level of mobile visits don’t translate into makign piles of dosh. More than 69 percent of shoppers say they have searched for a product or service on their phone, then gone on to purchase on a computer or offline. When purchases are made on mobile, the monetary value of the sale can be less – the average order value on mobile purchases is 20 per cent lower than on desktops.
The report suggests that budgets should be spent in a way that optimises overall conversions, rather than on any single device. There needs to be better cross-device measurement and attribution, so that marketers concentrate their effort where it’s most useful.