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2017 eMarketer Inc. 1
eMarketer US Mobile StatPack
Presented by
January 2017
https://www.appboy.com/?utm_source=media-buy-emarketer&utm_medium=advertisement&utm_content=digits-experince&utm_campaign=2017-emarketer-mobile-stat-pack-0126
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2017 eMarketer Inc. 3
Overview
US mobile device reach
Mobile shoppers and buyers
Mcommerce influence
The eMarketer US Mobile StatPack contains charts, key stats, trends and forecasts that you can keep at your fingertips all year long.
The StatPack is broken out into three sections:
2017 eMarketer Inc.
US Mobile Device Reach
2017 eMarketer Inc.
Mobile Devices Are Nearly Ubiquitous
81.4%More than 80% of the US population has a mobile phone, according to eMarketer data. That includes individuals of any age, including those ages 0-11.
2017 eMarketer Inc.
By some measures, mobile is more common than TV
According to GfK MRI data, among those 18 and older, 95.1% have mobile phones, compared to 89.1% who had watched TV at least once in the past week.
2017 eMarketer Inc.
Mobile has surpassed desktop in access to the internet
According to the GfK MRI data, more people go online via mobile phone than via desktop/laptop.
2017 eMarketer Inc.
Mobile internet use is most common among the young and the higher earners
Penetration stood at 49.2% for the least-affluent homes, compared with 88.1% of those at the top end of the income scale.
Mobile internet usage also declined with increasing age, GfK MRI found.
2017 eMarketer Inc.
Mobile Shoppers and Buyers
2017 eMarketer Inc.
Mobile shoppers will be virtually synonymous with digital shoppers by 2020
88.5%
98.4%
70%2016 2017 2018 2019 2020
US Mobile Shoppers as a Percent of Digital Shoppers, 2016-2020
Definition: ages 14+; mobile shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally
Chart1
171
184.4
194.5
204.7
213.7
220.2
US Mobile Shoppers (Millions)
Digital shoppers
4.1
201520162017201820192020
Digital shoppers202.7208.3214.2219.0221.5223.8
201520162017201820192020
millionsmillionsmillionsmillionsmillionsmillions
Digital shoppers202.7097126083208.340254443214.1607949858219.0155872086221.489705004223.7694162422
Digital buyers169.8986061329176.6762069616183.2991957084188.8801813847192.9645157231196.6751734107
4.1
US Digital Shoppers, (Millions)
Digital shoppers
4.2
201520162017201820192020
Digital buyers75.6%77.0%78.4%79.6%80.5%81.3%
4.2
Digital Shoppers as percent of Intergnet users hart title here,
Digital buyers
4.3
201520162017201820192020
Digital shoppers171.0184.4194.5204.7213.7220.2
201520162017201820192020
millionsmillionsmillionsmillionsmillionsmillions
Digital shoppers202.7097126083208.340254443214.1607949858219.0155872086221.489705004223.7694162422
Digital buyers169.8986061329176.6762069616183.2991957084188.8801813847192.9645157231196.6751734107
4.3
US Digital Shoppers, (Millions)
Digital shoppers
5.1
201520162017201820192020
Digital buyers169.9176.7183.3188.9193.0196.7
5.1
US Digital Buyers, (Millions)
Digital buyers
6.0
^.0
6.1
INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR
1. Input category names, dates, and data into CHART DATA section below.
(if your #s aren't %s, first change the cell format to numbers)
2. Update category (CAT-) names by overwriting labels (move text boxes as needed).
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
CHART DATA
201520162017201820192020
CAT1$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
201520162017201820192020
$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
6.1
US Retail Ecommerce Sales, 2015-2020, (billions of cllars)
CAT1
7.0
201520162017201820192020
% of total retail sales7.3%8.2%9.2%10.2%11.4%12.6%
Step by step instructions on how to edit a Vertical Bar
2) If needed, change the maximum number of categories (Years), see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required
7.0 (2)
201520162017201820192020
% of total retail sales15.4%18.4%21.8%25.7%29.7%34.1%
8.0
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
201520162017201820192020
Mobile as % of retail ecommerce sales23.6%29.1%34.0%39.0%44.0%48.5%
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
US Retail Mcommerce Sales, 2015-2020
20112012201520162017201820192020
Billions13.9792825.238480.938796115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418
% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091
% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485
% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341
8.0
Chart title here, (Unit value here)
Mobile as % of retail ecommerce sales
8.1
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
201520162017201820192020
Retail Mobile Commerce Revenue80.9115.9156.4206.5267.3335.8
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
US Retail Mcommerce Sales, 2015-2020
20112012201520162017201820192020
Billions13.9792825.238480.938796115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418
% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091
% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485
% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
8.1
Mcommerce sales (Billions)
Retail Mobile Commerce Revenue
8.2
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
201520162017201820192020
Retail Smartphone Commerce Revenue37.767.2101.7145.6199.9261.6
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
US Retail Mcommerce Sales, 2015-2020
20112012201520162017201820192020
Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418
% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091
% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485
% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
8.2
Retail Smartphone Commerce Sales (Billions)
Retail Smartphone Commerce Revenue
9.0
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
FebruaryMarchAprilMayJuneJulyAugustSeptemberOctober
US Foot Traffic Growth in 2016-6.6%-9.7%-6.5%-9.9%-8.9%-5.8%-6.6%-9.0%-8.5%
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
US Retail Mcommerce Sales, 2015-2020
20112012201520162017201820192020
Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418
% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091
% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485
% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
9.0
Source: RetailNext, Retail Performance Pulse: Year-Ove-Year Report
US Foot Traffic Growth in 2016
10.0
INSTRUCTIONSAREA GRAPHHOW TO EDIT: AREA GRAPH
CHART DATA
Q2 2015Q3 2015Q4 2015Q1 2016Q2 2016
Desktop59.5%57.6%54.3%53.9%52.3%
Smartphone26.0%28.2%32.1%32.9%35.1%
Tablet14.5%14.2%13.6%13.2%12.7%
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
10.0
Desktop
Smartphone
Tablet
Source: Monetate, EcommeShare of total internet traffic(Unit value here)
Desktop
Smartphone
Tablet
11.0
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
2.4 sec3.3 sec3.6 sec4.2 sec4.8 sec5.7 sec
Retail Smartphone Commerce Revenue1.9%1.5%1.3%1.0%0.8%0.6%
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
US Retail Mcommerce Sales, 2015-2020
20112012201520162017201820192020
Billions13.9792825.238437.72115.9190219129156.4309275093206.5302324989267.2607121476335.8373812418
% change1.73807173410.80541487120.42828195630.43218119910.34948453610.32026470590.29405128210.2565909091
% of retail ecommerce sales0.070.110.2360.2910.340.390.440.485
% of total retail sales0.01722348670.02396829020.03125105020.03994158630.05013235780.0611610341
Step by step instructions on how to edit an Area Graph
Changing from % to #, see step 5
Otherwise, go to step 9
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
6) Change Number Category from "Percentage" to "Number"
5) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
11.0
Source: SOASTA, 2015
Retail Smartphone Commerce Revenue
Mobile conversion rates by load time speed
11.1
INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR
1. Input category names, dates, and data into CHART DATA section below.
(if your #s aren't %s, first change the cell format to numbers)
2. Update category (CAT-) names by overwriting labels (move text boxes as needed).
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
CHART DATA
Boucned SessionsNon-bounced Sessions2017201820192020
Load Time6.94.5460.09529.56607.41692.45
201520162017201820192020
$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
11.1
Source: SOASTA, 2016 Load Time in seconds
Load Time
11.2
INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR
1. Input category names, dates, and data into CHART DATA section below.
(if your #s aren't %s, first change the cell format to numbers)
2. Update category (CAT-) names by overwriting labels (move text boxes as needed).
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
CHART DATA
Sessions that convertedConvertedUnconverted2017201820192020
Images1931460.09529.56607.41692.45
201520162017201820192020
$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
Step by step instructions on how to edit a Vertical Bar
2) If needed, change the maximum number of categories (Years), see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required
11.2
Source: SOASTA, 2016 Images on site
Images
12.1
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
Percentage of sessions from new visitorsQ4 2015Q1 2016Q2 20162017201820192020
Desktop58.0%56.0%53.0%93.0%94.0%95.0%96.0%
Tablet48.0%46.0%44.0%83.0%84.0%85.0%86.0%
Mobile47.0%46.0%42.0%73.0%74.0%75.0%76.0%
CAT460.0%61.0%62.0%63.0%64.0%65.0%66.0%
CAT550.0%51.0%52.0%53.0%54.0%55.0%56.0%
CAT640.0%41.0%42.0%43.0%44.0%45.0%46.0%
CAT730.0%31.0%32.0%33.0%34.0%35.0%36.0%
CAT820.0%21.0%22.0%23.0%24.0%25.0%26.0%
CAT910.0%11.0%12.0%13.0%14.0%15.0%16.0%
CAT100.0%1.0%2.0%3.0%4.0%5.0%6.0%
Step by step instructions on how to edit a Vertical Bar
2) If needed, change the maximum number of categories (Years), see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required
12.1
Desktop
Tablet
Mobile
Source: Demac Media, Percentage of sessions from new visitors
Desktop
Tablet
Mobile
[]
13.0
INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR
1. Input category names, dates, and data into CHART DATA section below.
(if your #s aren't %s, first change the cell format to numbers)
2. Update category (CAT-) names by overwriting labels (move text boxes as needed).
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
CHART DATA
Organic SearchPaid SearchEmailDirectAffiliateSocial MediaDisplayOther
Q3 2016 Percentage of Ecommerce Generated21.8%19.9%19.8%19.0%11.4%2.1%0.9%5.2%
201520162017201820192020
$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
13.0
Source: Custora, Q3 2016 Publse E-Commerce, October 13, 2016
Q3 2016 Percentage of Ecommerce Generated
14.0
INSTRUCTIONSVERTICAL BAR - (aka column)HOW TO EDIT: VERTICAL BAR
1. Input category names, dates, and data into CHART DATA section below.
(if your #s aren't %s, first change the cell format to numbers)
2. Update category (CAT-) names by overwriting labels (move text boxes as needed).
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
CHART DATA
DesktopTabletSmartphoneDirectAffiliateSocial MediaDisplayOther
Adobe2.8%1.8%0.9%
Monetate3.6%2.9%1.2%
201520162017201820192020
$ 342.96$ 398.35$ 460.09$ 529.56$ 607.41$ 692.45
Step by step instructions on how to edit a Vertical Bar
2) If needed, change the maximum number of categories (Years), see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required
14.0
Source: Addobe 6
Adobe
15.0
INSTRUCTIONSSMALL MULTIPLESHOW TO EDIT: SMALL MULTIPLES
CHART DATA
2013201420152016
CAT15.0%19.0%28.0%37.0%
CAT2$ 0.2$ 0.6$ 1.0$ 1.4
CAT371.0%72.0%73.0%74.0%
CAT461.0%62.0%63.0%64.0%
CAT551.0%52.0%53.0%54.0%
CAT641.0%42.0%43.0%44.0%
CAT731.0%32.0%33.0%34.0%
CAT821.0%22.0%23.0%24.0%
CAT911.0%12.0%13.0%14.0%
CAT101.0%2.0%3.0%4.0%
Step by step instructions on how to edit a Vertical Bar
2) If needed, change the maximum number of categories (Years), see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required
15.0
Chart title here, (Unit value here)
Chart title here, (Unit value here)
Chart title here, (Unit value here)
Percentage of US retail sales influenced by mobile, 2013-2016
Chart title here, (Unit value here)
Chart title here, (Unit value here)
Chart title here, (Unit value here)
Percentage of US retail sales influenced by mobile, 2013-2016
CAT1
CAT1
CAT1
CAT1
CAT1
CAT1
CAT1
CAT1
16.0
INSTRUCTIONSSMALL MULTIPLESHOW TO EDIT: SMALL MULTIPLES
CHART DATA
2013201420152016
CAT114.0%36.0%49.0%56.0%
CAT2$ 0.3$ 1.1$ 1.8$ 2.1
CAT371.0%72.0%73.0%74.0%
CAT461.0%62.0%63.0%64.0%
CAT551.0%52.0%53.0%54.0%
CAT641.0%42.0%43.0%44.0%
CAT731.0%32.0%33.0%34.0%
CAT821.0%22.0%23.0%24.0%
CAT911.0%12.0%13.0%14.0%
CAT101.0%2.0%3.0%4.0%
Step by step instructions on how to edit Small Multiples
Changing from % to #, see step 6
Otherwise, go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Chart title here, (Unit value here)
Chart title here, (Unit value here)
Chart title here, (Unit value here)
US retail sales influenced by mobile, 2013-2016 (in trillion)
CAT2
17.0
INSTRUCTIONSSMALL MULTIPLESHOW TO EDIT: SMALL MULTIPLES
CHART DATA
Q2 2015Q2 201620152016
App share of retail mobile transactions47.0%54.0%49.0%56.0%
Average Order Value Apps$ 91$ 127$ 1.8$ 2.1
Average Order Value Web$ 98$ 9573.0%74.0%
CAT461.0%62.0%63.0%64.0%
CAT551.0%52.0%53.0%54.0%
CAT641.0%42.0%43.0%44.0%
CAT731.0%32.0%33.0%34.0%
CAT821.0%22.0%23.0%24.0%
CAT911.0%12.0%13.0%14.0%
CAT101.0%2.0%3.0%4.0%
18.0
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
18201520162017201820192020
Apparel and accessories$ 63.93$ 74.33$ 85.94$ 98.98$ 113.59$ 129.49
Auto and parts$ 36.32$ 42.22$ 49.00$ 56.66$ 65.11$ 74.23
Books/music/video$ 28.77$ 33.38$ 38.51$ 44.27$ 50.72$ 57.82
Computer and consumer electronics$ 53.84$ 64.93$ 76.84$ 87.91$ 100.22$ 114.25
Furniture and home furnishings$ 26.92$ 31.47$ 36.53$ 42.26$ 48.53$ 55.33
Food and beverage$ 8.33$ 9.76$ 11.36$ 13.19$ 15.19$ 17.38
Health and personal care$ 24.52$ 28.68$ 33.26$ 38.39$ 44.10$ 50.27
Office equipment and supplies$ 9.20$ 10.52$ 11.96$ 13.56$ 15.31$ 17.45
Toys and hobby$ 14.71$ 17.29$ 20.15$ 23.41$ 27.03$ 30.81
Other$ 76.40$ 85.76$ 96.53$ 110.94$ 127.62$ 145.41
19.0
INSTRUCTIONSDOT PLOT #HOW TO EDIT: DOT PLOT
Do not editCHART DATA #
DOT SPACING
COLUMNSQ2/3 2015Q2/3 2016
11Desktop Q2 (Adobe)$13,335$16,115
10Desktop Q3 (Monetate)$8,083$10,320
9Desktop Q3 (Branding Brand)$1,672$2,221
8Tablet Q2 (Adobe)$1,167$1,464
7Tablet (Monetate)$1,037$1,202
6Tablet (Branding Brand)$926$1,125
5Smartphone (Adobe)$766$896
4Smartphone (Monetate)$284$378
3Smartphone (Branding Brand)$184$248
2CAT2$199$255DOT PLOT %
1CAT1$14,362$16,614
CHART DATA %
Q2/3 2015Q2/3 2016
Desktop Q2 (Adobe)2.7%2.8%
Desktop Q3 (Monetate)3.6%3.6%
Desktop Q3 (Branding Brand)2.5%
Tablet (Adobe1.8%2.0%
Tablet (Monetate)3.1%2.9%
Tablet (Branding Brand)2.1%
Smartphone (Adobe)0.9%1.0%
Smartphone (Monetate)1.3%1.2%
Smartphone (Branding Brand)1.2%
19.0
Q2/3 2015
Q2/3 2016
Desktop Q2 (Adobe)
Desktop Q3 (Monetate)
Desktop Q3 (Branding Brand)
Tablet Q2 (Adobe)
Tablet (Monetate)
Tablet (Branding Brand)
Smartphone (Adobe)
Smartphone (Monetate)
Smartphone (Branding Brand)
CAT2
CAT1
Chart title here, (Unit value here)
Q2/3 2016
Q2/3 2015
Horizontal Bar
INSTRUCTIONSHORIZONTAL BARHOW TO EDIT: HORIZONTAL BAR
CHART DATA
Data Series Label
CAT10.66 B
CAT21.50 B
CAT31.73 B
CAT42.09 B
CAT52.33 B
CAT62.38 B
CAT73.27 B
CAT83.43 B
CAT93.49 B
CAT106.65 B
Q2/3 2015
Q2/3 2016
Desktop Q2 (Adobe)
Desktop Q3 (Monetate)
Desktop Q3 (Branding Brand)
Tablet Q2 (Adobe)
Tablet (Monetate)
Tablet (Branding Brand)
Smartphone (Adobe)
Smartphone (Monetate)
Smartphone (Branding Brand)
Conversion Rates by Device
Q2/3 2016
Q2/3 2015
Step by step instructions on how to edit a Dot Plot
2) If needed, change the maximum number of categories to hide un-used lines, see Step 3.
i.e. (from CAT1-11)
1) Start data entry at "CAT1"
6) Set the maximum bounds value to the number of categories in the data set.
i.e.: If you are using CAT1 - CAT5 change Maximum bounds value to "5"
5) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
3) Select chart and click on the top right + (Chart Elements)
4) Turn on "Axes"
6) Turn off "Axes"
7) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Horizontal Bar
Chart title here, (Unit value here)
Data Series Label
Horizontal Stacked Bar
INSTRUCTIONSCHART 1: STACKED HORIZONTAL BAR CHARTHOW TO EDIT: STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1AB
201640%60%
Auto generated field60%40%
CHART DATA 2CHART 2: MULTI STACKED HORIZONTAL BARCHART
AB
CAT110%10%
CAT210%10%
CAT310%10%
CAT410%10%
CAT510%10%
CAT610%10%
CAT710%10%
CAT810%10%
CAT910%10%
CAT1010%10%
Step by step instructions on how to edit a Horizontal Bar
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Series" "Categories" as required
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Horizontal Stacked Bar
A
B
Chart title here, (Unit value here)
2016
Auto generated field
Line Graph
INSTRUCTIONSLINE GRAPHHOW TO EDIT: LINE GRAPH
CHART DATA
2014201520162017201820192020
CAT190.0%91.0%92.0%93.0%94.0%95.0%96.0%
CAT280.0%81.0%82.0%83.0%84.0%85.0%86.0%
CAT370.0%71.0%72.0%73.0%74.0%75.0%76.0%
CAT460.0%61.0%62.0%63.0%64.0%65.0%66.0%
CAT550.0%51.0%52.0%53.0%54.0%55.0%56.0%
CAT640.0%41.0%42.0%43.0%44.0%45.0%46.0%
CAT730.0%31.0%32.0%33.0%34.0%35.0%36.0%
CAT820.0%21.0%22.0%23.0%24.0%25.0%26.0%
CAT910.0%11.0%12.0%13.0%14.0%15.0%16.0%
CAT100.0%1.0%2.0%3.0%4.0%5.0%6.0%
B
Chart title here, (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]
Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed, change the number of categories, see Step 3.
Otherwise, go to step 5.
1) Start data entry at cell "I19"
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
4) Turn on/off "Categories" as required.
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Line Graph
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here, (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Slope Graph
INSTRUCTIONSSLOPE GRAPHHOW TO EDIT: SLOPE GRAPH
CHART DATA
20142015
CAT190.0%95.0%
CAT280.0%85.0%
CAT370.0%75.0%
CAT460.0%65.0%
CAT550.0%55.0%
CAT640.0%45.0%
CAT730.0%35.0%
CAT820.0%25.0%
CAT910.0%15.0%
CAT100.0%5.0%
Step by step instructions on how to edit a Line Graph
Changing from % to #, see step 6
Otherwise, go to step 10
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Slope Graph
Chart title here, (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Small Multiples
INSTRUCTIONSSMALL MULTIPLESHOW TO EDIT: SMALL MULTIPLES
CHART DATA
201520162017201820192020
CAT155.0%92.0%93.0%94.0%95.0%96.0%
CAT281.0%82.0%83.0%84.0%85.0%86.0%
CAT371.0%72.0%73.0%74.0%75.0%76.0%
CAT461.0%62.0%63.0%64.0%65.0%66.0%
CAT551.0%52.0%53.0%54.0%55.0%56.0%
CAT641.0%42.0%43.0%44.0%45.0%46.0%
CAT731.0%32.0%33.0%34.0%35.0%36.0%
CAT821.0%22.0%23.0%24.0%25.0%26.0%
CAT911.0%12.0%13.0%14.0%15.0%16.0%
CAT101.0%2.0%3.0%4.0%5.0%6.0%
Step by step instructions on how to edit aSlope Graph
Changing from % to #, see step 5
Otherwise, go to step 9
2) If needed, change the maximum number of categories, see Step 3.
Otherwise, go to step 5.
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
6) Change Number Category from "Percentage" to "Number"
5) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on "Primary Vertical"
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
Small Multiples
Chart title here, (Unit value here)
CAT1
Step by step instructions on how to edit Small Multiples
Changing from % to #, see step 6
Otherwise, go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3.
Otherwise, go to step 6
1) Start data entry at "CAT1"
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template, Create a new slide, Read the slide on screen instructions.
7) Change Number Category from "Percentage" to "Number"
6) Right click on Vertical (value) Axis inside the chart and select " Format Axis..."
4) Turn on/off "Series" "Categories" as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time, this will select a single data label
5) Delete all data labels leaving only the first and last
1. Input category names, dates, and data into CHART DATA section below. If your #'s are not %, first change the cell format to numbers.
2. Update category, CAT#, names by over writing labels. Move text boxes as needed.
3. Make other formatting changes as desired to make chart fit your needs.
4. Use color for emphasis
2017 eMarketer Inc.
Mobile shoppers are increasingly willing to buy on their devices
121.8
136.3147.3
155.5162.8
168.7
2015 2016 2017 2018 2019 2020
US Mobile Buyers, 2015-2020 (millions)
77.2%
85.8%
2016 2017 2018 2019 2020
US Mobile Buyers as a Percent of Digital Buyers, 2016-2020
Definition: ages 14+; mobile buyers are mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year
2017 eMarketer Inc.
A big driver of ecommerce growth is mobile commerce
29.1%
48.5%
2016 2017 2018 2019 2020
US Mobile as a Percent of Retail Ecommerce Sales, 2016-2020
2017 eMarketer Inc.
Retail mcommerce sales will nearly triple in four years due to sales via smartphones
2017 eMarketer Inc.
Mobile commerce is shifting away from tablets and toward smartphones
By Q2 2016, 70% of all mcommerce on the Criteo platform was being done via smartphones
2017 eMarketer Inc.
Finance leads among industries for its mcommerce share of ecommerce sales
2017 eMarketer Inc.
Within retail, video games, consoles and accessories lead as mobile purchases
94%
89%
89%
76%
72%
54%
49%
41%
6%
11%
11%
24%
28%
46%
51%
59%
0% 100%Desktop Mobile
Computers/peripherals/PDAs
Consumer electronics
US Ecommerce Sales, by Device, Q3 2016
Home & garden
Apparel & accessories
CPG
Jewelry & watches
Toys & hobbies
Video games/consoles/ accessories
Source: comScore, eCommerce and Mcommerce Measurement, Nov 2016
2017 eMarketer Inc.
Mcommerce Performance
2017 eMarketer Inc.
Mobile now influences more than a third of total retail sales in the US
*A retail sale is influenced by mobile if the consumer discovers, searches for, researches or price compares the product during the purchase path
Source: Deloitte, Sep 2016
37% of US retail sales in 2016 were influenced* by mobile, which translated to $1.4 trillion in sales
2017 eMarketer Inc.
The majority of online shopping traffic is mobile, with most coming from smartphones
61.4%47.7%
24.1%40.3%
14.5% 12.0%
Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016
Desktop/laptop
Smartphone
Tablet
US Ecommerce Traffic Share, Q3 2015-Q3 2016
Source: Monetate, Nov 2016
2017 eMarketer Inc.
In late 2015, mobile was the majority source of traffic for the first time
2017 eMarketer Inc.
Factors that affect a smartphone's conversion rate:
Device type
Screen size
Operating system
Load time
2017 eMarketer Inc.
Load time is a crucial factor in mobile conversions
Source: SOASTA, Sep 2015
1.9%
0.6%
0.0%
1.0%
2.0%
3.0%
2.4 3.3 3.6 4.2 4.8 5.7 6.6
Mobile Conversion Rates, by Load Time Speed (in seconds)
2017 eMarketer Inc.
Any page elements that slow load time reduce conversions
19
31
Converted Unconverted
Average Number of Images for Mobile Sites, Converted vs. Unconverted (images per page)
Source: Google/SOASTA via Think with Google, July 2016
2017 eMarketer Inc.
The majority of retail mcommerce orders comes via iOS users
2017 eMarketer Inc.
Apps outperform mobile web
App conversion rates are
3Xhigher than mobile web
conversion rates
Mobile Web
47.0%
54.0%
40%Q2 2015 Q2 2016
$91
$127
$98 $95
75
150
Q2 2015 Q2 2016
Mobile web
Apps
Source: Criteo, H1 2016
App Share of Global Retail Mobile Transactions
Average Order Value, by Channel
2017 eMarketer Inc.
Half of US internet users on mobile visit Amazon to research products
MONETIZING MOBILE SHOPPERS: WHAT BRANDS NEED TO KNOW
71%
RECOMMENDATIONS HAVE THEIR PLACES, BUT SHOPPERS REALLY WANT A DEAL
I like in-app/in-browser messages that contain...
While a product reco can nudge some users to buy, once theyre in
your app, people would rather see a deal or promotion.
ABANDONED CARTS ARE NORMALAND DONT MEAN SHOPPERS HAVE LOST INTEREST
When shopping online, I put items
in my cart that I intend to purchase,
but I dont check out immediately.
SOMETIMES / 32%
ALWAYS / 21%
RARELY / 11%
NEVER / 4%
OFTEN / 32%
PEOPLE LIKE CUSTOMIZED MESSAGES, BUT NOT ALL PERSONALIZATION IS CREATED EQUAL
Online shoppers would rather have outreach customized based on their local weather instead of their name.
CUSTOMIZED BY WEATHER
CUSTOMIZED BY NAME
IF YOU WANT TO ENGAGE SHOPPERS, DONT BURY THEM IN MESSAGES
If you never accept push, why not?
TOO MANY MESSAGES
MESSAGES ARENT RELEVANT
OTHER
MESSAGE RECEIVED AT INCONVENIENT TIMES
PREFER SUGGESTIONS
PREFER PROMOS69%
27%
GET YOUR RESULTS S E E H O W Y O U R M A R K E T I N G E F F O R T S S T A C K U P W I T H A P P B O Y S D I G I T S M O B I L E M A R K E T I N G B E N C H M A R K S W E B T O O L . C H O O S E R E T A I L + E C O M M E R C E F R O M T H E I N D U S T R Y T A B T O G E T S T A R T E D .
56%
Be careful with pushusing this channel
to send too many messages is the #1 reason shoppers disable it.
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85%
https://www.appboy.com/resources/digits/?utm_source=media-buy-emarketer&utm_medium=advertisement&utm_content=digits-experince&utm_campaign=2017-emarketer-mobile-stat-pack-0126
2017 eMarketer Inc. 28
Methodology
Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors. eMarketers forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies.
Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.
Slide Number 1APPBOY FULL PAGE AD #1Slide Number 3US Mobile Device ReachMobile Devices Are Nearly UbiquitousBy some measures, mobile is more common than TVMobile has surpassed desktop in access to the internetMobile internet use is most common among the young and the higher earnersMobile Shoppers and BuyersMobile shoppers will be virtually synonymous with digital shoppers by 2020Mobile shoppers are increasingly willing to buy on their devicesA big driver of ecommerce growth is mobile commerceRetail mcommerce sales will nearly triple in four years due to sales via smartphonesMobile commerce is shifting away from tablets and toward smartphonesFinance leads among industries for its mcommerce share of ecommerce salesWithin retail, video games, consoles and accessories lead as mobile purchasesMcommerce PerformanceMobile now influences more than a third of total retail sales in the USThe majority of online shopping traffic is mobile, with most coming from smartphonesIn late 2015, mobile was the majority source of traffic for the first timeFactors that affect a smartphone's conversion rate:Load time is a crucial factor in mobile conversionsAny page elements that slow load time reduce conversionsThe majority of retail mcommerce orders comes via iOS usersApps outperform mobile webHalf of US internet users on mobile visit Amazon to research productsAPPBOY FULL PAGE AD #2Slide Number 28