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36 Online Payment Trends COVER STORY
purchase at a higher rate than shoppers on comput- ers. Jason Goldberg, CEO for design store
Fab.com, reported on his blog that while only 16 percent of Fab’s 1.6 million members have downloaded the company’s mobile apps, they represent 30 percent of daily traffi c, and mobile visitors are twice as likely to make a purchase than desktop shoppers. “We are investing a lot of resources into mobile, and a big eye opener for me is seeing how big the growth has been in mobile usage,” he said. “The mobile business is over-indexing compared to the web for purchases. T at’s across all mobile. And the iPad itself has a signifi cantly higher order value.” With more than 80
million people in the United States currently using
smartphones,
online merchants need to be prepared by devel- oping and maintaining a mobile presence. Whether that is through a mobile- optimized site or via an app (or both) is debat- able; most experts believe that a mobile website is a necessity, while an app is optional. T is is primarily because mobile websites are used by all mobile phone carriers, but to reach the same amount of customers with an app, you would need to make three separate versions for iPhone,
Android, and BlackBerry customers. Because it is triple the cost for the same reach, mobile apps may not be feasible for smaller operations. However, for a larger operation that really wants to extend their reach, an app is fl ashier and more visually at rac- tive, and can potentially lead to a huge boost in business. However, we still
Mobile websites are accessible by all mobile phone carriers.
To reach the same amount of customers with an app, you would need to make three separate versions for iPhone, Android, and BlackBerry customers, tripling the cost.
have a long way to go before mobile shopping becomes the norm. T ere are still many customers who feel uncomfortable sending their credit card information through their mobile phones. In a recent survey of U.K. consumers, 60 percent surveyed said they felt at risk when shopping via mobile, versus only 13 percent when using a home PC or laptop. In addition, 49 percent said they felt frustrated when shopping online using their smartphones, citing diffi culty in navi- gating through websites. While mobile shopping may still be in its infancy, anybody who is not pre- pared is going to be leſt in the dust.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 38 April 2012
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