Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Mobile Advertising and Shopping - US - July 2015

With rapid adoption of smartphones and tablets, mobile ad sales and mobile shopping are both seeing dramatic growth: Mobile ad sales grew 76% in 2014 and 41% in 2015. Mobile shopping sales grew 57% in 2014 and 32% in 2015.

Even so, mobile commerce represents only 22% of total online sales, and mobile ads carry only 31% of total online ads. Online shoppers continue to prefer the PC over mobile, and the majority of smartphone users would likely prefer an ad-free experience. However, penchants for mobile shopping and interests in mobile ads vary sharply between demographic groups, as delineated in the surveys conducted for this report.

This report looks at the following areas:

  • PCs still preferred for shopping
  • Small screens dominate away from home
  • Bright spots in mobile ads often unwelcome

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • PCs still preferred for shopping
            • Figure 1: US mobile ad sales as share of total online ads, 2010-20
          • Small screens dominate away from home
            • Figure 2: Home and away from home use of PCs, tablets, and phones for internet access, March 2015
          • Bright spots in mobile ads often unwelcome
            • Figure 3: Attitudes and behavior related to mobile engagement, March 2015
          • The opportunities
            • Building location and context into ads
              • Figure 4: US mobile ad sales and forecast, at current prices, 2010-19
            • Voluntary activities top interest in mobile ads
              • Figure 5: Use of couponing apps and QR codes, March 2015
            • Reaching young families, and Hispanics
              • Figure 6: Exposure to mobile ads, selected demographics, March 2015
            • Young men most likely to click, most likely to buy
              • Figure 7: Clicks and purchases in response to mobile ads, selected demographics, March 2015
            • What it means
            • The Market – What You Need to Know

              • Rapid adoption swells sales
                • Shopping preference, ad aversion keep PC dominant
                  • Continued growth ahead
                  • Market Size and Forecast

                    • Ad dollars follow eyes and ears to mobile
                      • Figure 8: US mobile ad sales and forecast, at current prices, 2010-19
                    • 2020 mobile shopping sales forecast at $200 billion
                      • Figure 9: US mobile shopping sales and forecast, at current prices, 2010-20
                  • Market Perspective – Mobile Ads

                    • Mobile 31% of online ads
                      • Figure 10: US mobile ad sales as share of total online ads, 2010-20
                    • Bright spots in smartphone ads largely unwelcome
                    • Market Perspective – Mobile Shopping

                      • 2019 share of online shopping to reach 31%
                        • Figure 11: US mobile shopping sales as share of total online shopping, 2011-19
                      • PCs preferred by 70% for shopping online
                        • Figure 12: Preferred device for shopping online, March 2015
                      • Average order on tablets akin to PCs
                        • Figure 13: Average order size for shopping online, March 2015
                      • Frequency of PC shopping exceeds phone and tablet
                        • Figure 14: Frequency of shopping online via phone, tablet, and PC, March 2015
                    • Market Factors

                      • Ownership of smartphones and tablets
                        • Figure 15: Smartphone and tablet ownership, March 2015
                      • Video, price comparison to propel ads
                        • Figure 16: Mobile web usage, April 2012-December 2014
                      • Smartphone dominates away from home
                        • Figure 17: Home and away from home use of PCs, tablets, and phones for internet access, March 2015
                    • Key Players – What You Need to Know

                      • eBay and Amazon far in lead
                        • Relying on web slows growth
                          • Social and search enter commerce
                          • What’s Working?

                            • eBay and Amazon dwarf competition
                              • TV and mobile a perfect fit
                                • Figure 18: Global mobile shopping sales of selected retailers, 2013-14
                              • Mobile ad leaders growing faster than full market
                                • Figure 19: Net US mobile display ad revenues, by company, 2013-14
                            • What’s Next?

                              • Ad sellers board mobile shopping
                                • Augmented reality apps
                                  • Casting hardware takes mobile to big screen
                                    • Connected cars offer new ad opportunities
                                      • Figure 20: Use of mobile internet radio in the car, by gender and age, March 2015
                                    • Investing in the tablet
                                    • What’s Struggling?

                                      • Mobile apps required
                                        • Figure 21: Mobile sales growth and share of selected retailers without apps, 2013-14
                                      • Twitter MAU growth slowing
                                      • The Consumer – What You Need to Know

                                        • Reach of mobile ads rises
                                          • Apps gaining steam
                                            • High levels of positive response to mobile ads
                                            • Exposure to Mobile Ads

                                              • Clear trend upward in reach of mobile ads
                                                • Figure 22: Gains in exposure to mobile ads, by type of ad, May 2014-March 2015
                                              • Limited reach suited to immediate calls to action
                                                • Figure 23: Types of ads seen on a smartphone or tablet in past month, March 2015
                                              • Reaching young families and Hispanics
                                                • Figure 24: Exposure to mobile ads, selected demographics, March 2015
                                            • Response to Mobile Ads

                                              • Substantial efficacy in spite of dim attitudes
                                                • Figure 25: Responses to mobile advertising in past month, March 2015
                                              • Improved response among men, younger ages, Hispanics
                                                • Figure 26: Clicks and purchases in response to mobile ads, selected demographics, March 2015
                                            • Frequency of Mobile Shopping

                                              • Larger households and young men most active
                                                • Figure 27: Frequency of shopping online via phone, tablet, and PC, March 2015
                                            • Product Categories Purchased on Mobile

                                              • PC retains edge on larger purchases and clothing/accessories
                                                • Figure 28: Categories purchased on PC, phone, and tablet, March 2015
                                              • Larger households more likely to buy consumables via mobile
                                                • Figure 29: Purchase of consumables via phone, by household size, March 2015
                                            • Preferences Between Apps and Websites

                                              • Near split in usage
                                                • Figure 30: Use of apps vs web for smartphone shopping, March 2015
                                              • Technophiles head for apps
                                                • Figure 31: Use of apps for smartphone shopping, selected demographics, March 2015
                                              • Advantages in apps
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms

                                                              Companies Covered

                                                              • Amazon North America
                                                              • Costco Wholesale Corporation
                                                              • Experian
                                                              • Office Depot
                                                              • Overstock.com Inc.
                                                              • Walmart Stores (USA)

                                                              Mobile Advertising and Shopping - US - July 2015

                                                              US $3,995.00 (Excl.Tax)