MOBILE COMMERCE INDEX

FEBRUARY 2015

BRANDING BRAND

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2VISITSIn February 2015, mobile devices generated 55% of all online visits, a 15% increase from February 2014.

FEB2014 29%

48%

19%

Mobile

TabletSmartphoneTotal Visits: 113,545,036

52%

Desktop

40%

55%

15%

Mobile

TabletSmartphoneTotal Visits: 116,600,230

FEB2015

45%

Desktop

Compared to February 2014, desktop’s share of total online visits decreased 13%; smartphone’s share increased 38%.

YEAR-OVER-YEAR CHANGE IN MARKET SHARE

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; February 1 - 28, 2014 & 2015

Desktop

13%Tablet

21%Smartphone

38%

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REVENUE 3

In February 2015, mobile devices generated 31% of all online revenue, a 24% increase from February 2014.

Compared to February 2014, desktop’s share of total online revenue decreased 8%; smartphone’s share increased 55%.

YEAR-OVER-YEAR CHANGE IN MARKET SHARE

Desktop

8%Tablet

0%Smartphone

55%

Total Revenue: $230,398,673

75% Desktop

25% M

obile

FEB2014

11%Smartphone

Total Revenue: $231,976,167

69% Desktop

31%

Mob

ileFEB2015

17%Smartphone

Tablet14%

Tablet14%

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; February 1 - 28, 2014 & 2015 brandingbrand.com

4

YEAR-OVER-YEAR CHANGE IN GROWTH RATE

Desktop

1%Tablet

11%Smartphone

28%

CONVERSION

FEBRUARY 2014 FEBRUARY 2015

2.98%

Desktop DesktopSmartphone SmartphoneTablet Tablet

3.00%

1.02%

2.20%

0.80%

1.99%

In February 2015, the average mobile conversion across all industries was 1.61%, a 15% increase from February 2014.

Compared to February 2014, smartphone conversion increased 28%.

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; February 1 - 28, 2014 & 2015 brandingbrand.com

5FEBRUARY 2015 TRENDS

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Data Used75 U.S. Smartphone Sites on Branding Brand’s Platform; February 1 - 28, 2015

women

menjacketdress

baptism

necklacediamondblackwhite

sweater

birthdayparty blue

pants

bootsvalentines

pearl

planner

bag rin

gloc

ket

leathe

rgif

tgo

ldho

odie

shoe

s

case

shirtsn

ow

charm

watch

walle

tke

ycha

in

stree

t

rose

From February 1 - 13, the most-searched terms on mobile gifting sites included: boots, necklace, diamond, ring, and gold.

In the two weeks leading up to Valentine’s Day, average Android conversion increased 8%; iOS conversion increased 3%.

COMPARING CONVERSION TOP SEARCHES

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6QUICK HIGHLIGHTS

ABOUT THE MOBILE COMMERCE INDEX

The Branding Brand Mobile Commerce Index (MCI) is the largest collection of data on retail websites specifically designed for mobile devices. Each month at blog.brandingbrand.com, the Index identifies commerce and consumer trends across samples of Branding Brand clients in various industries, including apparel, health and beauty, and home goods.

In total, Branding Brand’s platform powers the mobile websites and apps of over 200 major retailers around the world.

• In February 2015, mobile devices generated 55% of all online visits. (pg 2)

• In February 2015, mobile devices generated 31% of all online revenue. (pg 3)

• Compared to February 2014, smartphone conversion increased 28%. (pg 4)

• Compared to February 2014, desktop’s share of total online visits decreased 13%; smartphone’s share increased 38%. (pg 2)

• Compared to February 2014, desktop’s share of total online revenue decreased 8%; smartphone’s share increased 55%. (pg 3)

• In the two weeks leading up to Valentine’s Day, average Android conversion increased 8%; iOS conversion increased 3%. (pg 5)

• From February 1 - 13, the most-searched terms on mobile gifting sites included: boots, necklace, diamond, ring, and gold. (pg 5)

• In February 2015, the average mobile conversion across all industries was 1.61%. (pg 4)

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