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MOBILE COMMERCE INDEX

JANUARY 2015

BRANDING BRAND

2VISITS

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In January 2015, mobile devices generated 53% of all online visits, an 18% increase from January 2014.

JAN2014 27%

45%

18%

Mobile

TabletSmartphoneTotal Visits: 155,521,235

55%

Desktop

38%

53%

15%

Mobile

TabletSmartphoneTotal Visits: 157,419,344

JAN2015

47%

Desktop

Compared to January 2014, desktop’s share of total online visits decreased 15%; smartphone’s share increased 41%.

YEAR-OVER-YEAR CHANGE IN MARKET SHARE

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; January 1 - 31, 2014 & 2015

Desktop

15%Tablet

17%Smartphone

41%

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REVENUE 3

In January 2015, mobile devices generated 24% of all online revenue, a 26% increase from January 2014.

Compared to January 2014, desktop’s share of total online revenue decreased 6%; smartphone’s share increased 50%.

YEAR-OVER-YEAR CHANGE IN MARKET SHARE

Desktop

6%Tablet

9%Smartphone

50%

Total Revenue: $355,349,421

81% Desktop

19% Mobile

JAN2014

8%Smartphone

Tablet11%

Total Revenue: $363,524,195

76% Desktop

24% M

obile

JAN2015

12%Smartphone

Tablet12%

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; January 1 - 31, 2014 & 2015

4

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YEAR-OVER-YEAR CHANGE IN GROWTH RATE

Desktop

3%Tablet

10%Smartphone

30%

CONVERSION

JANUARY 2014 JANUARY 2015

3.03%

Desktop DesktopSmartphone SmartphoneTablet Tablet

3.13%

0.99%

2.24%

0.76%

2.04%

In January 2015, the average mobile conversion across all industries was 1.62%, a 16% increase from January 2014.

Compared to January 2014, smartphone conversion increased 30%.

Data Used50 U.S. Mobile Sites on Branding Brand’s Platform; January 1 - 31, 2014 & 2015

5

1 A.M. 5 A.M. 9 A.M. 1 P.M. 5 P.M. 9 P.M.

A DAY IN MOBILE SHOPPINGThroughout January 2015, daily smartphone and tablet visits peaked at 9:00 P.M. EST. Revenue peaked at 10:00 P.M. for smartphones and 9:00 P.M. for tablets.

1 A.M. 5 A.M. 9 A.M. 1 P.M. 5 P.M. 9 P.M.

VISITS REVENUE

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U U $ $

A WEEK IN MOBILE SHOPPING

Data Used100 U.S. Mobile Sites on Branding Brand’s Platform; January 1 - 31, 2015

SMARTPHONE

9:00 P.M. ESTSMARTPHONE

10:00 P.M. ESTTABLET

9:00 PM ESTTABLET

9:00 P.M. EST

MON TUES FRI SATTHURSWEDSUN

U $ U $

In January 2015, Sundays produced more visits and revenue than any other day of the week, for smartphones as well as tablets.

6QUICK HIGHLIGHTS

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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 January 2015, mobile devices generated 53% of all online visits. (pg 2)

• In January 2015, mobile devices generated 24% of all online revenue. (pg 3)

• Compared to January 2014, smartphone conversion increased 30%. (pg 4)

• Compared to January 2014, desktop’s share of total online visits decreased 15%; smartphone’s share increased 41%. (pg 2)

• Compared to January 2014, desktop’s share of total online revenue decreased 6%; smartphone’s share increased 50%. (pg 3)

• Throughout January 2015, daily smartphone and tablet visits peaked at 9:00 P.M. EST. (pg 5)

• In January 2015, Sundays produced more visits and revenue than any other day of the week, for smartphones as well as tablets. (pg 5)

• In January 2015, the average mobile conversion across all industries was 1.62%. (pg 4)