Data from Morgan Stanley indicates that mobile users will surpass desktop users in 2014. In addition, 82 percent of mobile media time is spent via apps. However, eMarketer also reported that when it comes to retail 87 percent of consumers will shop through a website on a desktop, but only 14 percent will navigate through a website on a smartphone. The numbers are even less when it comes to using an app, with only four percent of respondents saying they will shop with an app.
With mobile about to surpass desktop users, the low number of consumers who will shop on a mobile device should be concerning to marketers. After all, e-commerce has become a crucial avenue to make sales, but mobile seems to limit consumers from wanting to shop online. What has been some marketers’ response? Big data.