It’s not just Apple
Android phones generate over a third of smartphone transactions in the and some markets. In the US, Android devices now account for 39% and 44% of smartphone transactions for retail and travel purchases respectively. Android’s share of smartphone transactions is also greater than one-third in Japan (43% for both retail and travel) and South Korea (86% for retail, 74% for travel).
Top quartile retailers in Japan and South Korea generate over 65% of their e-commerce transactions from mobile, against the average of around 45% overall. The bottom quartile sees only around 14% of transactions from mobile. This represents over 4X difference in share of mobile transactions, demonstrating that retailers overlooking mobile are losing sales.
“Consumers are more comfortable than ever making purchases from mobile devices, which makes it increasingly vital for advertisers to effectively reach them across devices,” said Wolf. “If you’re an e-commerce player and you’re not focusing on allowing mobile audiences to purchase from you, then you may not be in business in a couple of years.”