My wife and I held our annual holiday party last weekend for a few dozen close friends. As usual, it was awesome: Southern cocktails, homemade treats, a nice fire going, two dogs and a decked-out tree. Good times. Over some drinks, I took the opportunity to conduct a totally unscientific poll about something I was curious about – the mobile commerce behavior of our friends. Specifically, I wanted to know: do you actually buy stuff on your phone?
The reason I asked was because of a weird pattern I’d seen while trawling through the annual ecommerce reporting data from the Black Friday/Cyber Monday weekend. According to IBM, on Cyber Monday, roughly 1 in 10 online sales was on a smartphone, with an average order value of approximately $100. ($100!) Nor was this an outlier – similar figures were cited by Adobe Digital Index and comScore.
The idea that some people are not only actually shopping for stuff on their iPhones (the percentage of sales on Android devices is far lower), but also spending quite a bit of money on them, honestly mystifies me. I don’t understand the use case at all. Yet – the data is there, and I’m not one to argue with hard evidence. This paradox has gotten me thinking quite a bit about the ongoing fragmentation of paths to purchase, and what it means for 2014’s emerging marketing buzzword: customer journeys.