Tuesday, January 17, 2012

BIG’s Blog: Mobile Buying Trends Portend Mobile Giving Trends

You sense that a trend is a hot topic when there is a lot of research around it.

Some time back, I wrote about the prediction that smartphones in 2012 would soon account for over 50% of all mobile phones. Tablet (think iPad and Kindle Fire) growth is also double digit. Both smartphones and tablets are considered ‘mobile’ devices by research companies that are gauging the growing mobile use of online commerce.

Both research from Wakefield Research and IBM showed that the proportion of mobile online retail sales doubled to 11% in December of 2011 from 5.5% a year earlier. And of online consumers that had a mobile device, 38% used their mobile device to purchase a gift.

Not surprisingly, 18-34 year-olds were most likely to make a mobile purchase, and again, not surprisingly, the iPhone and the iPad drove the most retail online traffic.

John Donahoe, the CEO of eBay, recently said that gross merchandise volume from mobile devices in 2011 hit $5 billion for eBay and he expects it to hit $8 billion in 2012. That’s a 60% increase in one year!

To a fundraising industry tied to print and ink direct mail, this research is just another indication that to reach younger demographics...your next generation of must be moving online.


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