Mobile transaction occupied 20% of total on Double 11, and the transaction grew 560% compared to 2012. This was regarded as the omen of mobile shopping outbreak. Nearly half of post-90s used mobile phone to purchase on Double 11, 2013. It means that online shopping began to transfer from PC to mobile.
Taobao data showed that mobile transaction reached 5.35 billion yuan (USD 872 million), and mobile Taobao daily active accounts hit 127 million. The number of Taobao mobile transaction on Double 11 was 35.9 million, 21% of total transaction. At present, mobile Taobao users reached 320 million.
Different from PC-end online shopping, mobile shopping showed personalized, fragmented and information push features.
30% Middle and Western China Consumers Did Mobile Shopping
Beijing, Shanghai, Guangzhou, Jiangsu Province and Zhejiang Province consumers are the main force for online shopping, however, data showed that consumers from middle and western China surpassed tier one cities in mobile shopping.
Tibetan mobile transaction occupied 29.1% of its total transaction, ranking the first in mobile shopping. Followed by Shaanxi and Jiangsu with 27.3%, Shanxi ranked fourth with 27.3%, and Zhejiang ranked the fifth with 27.2%.
Post 90s Love Mobile Shopping
Young people below 25 years old seem to prefer mobile shopping, especially young women. Data showed that 46% young female below 25 purchased via mobile on Double 11 2013, and male consumers below 25 who purchased via mobile occupied 37%. Mobile shopping had become the life-style of post 90s. If PC represents the post 80s, then mobile represents post 90s.
Mobile Shoppers Love to Purchase on Bed
During 4am-7am on November 11 2013, mobile-end transaction surpassed PC-end. Data showed that most people closed their computer at 4:40 am, while most mobile shoppers were still active. Mobile transaction during the period occupied 63%.
Mobile Taobao allows users to check product information and purchase without limit on location and time. Newly mothers loved to shop in the midnight, milk powder, diapers and other babies products sales went up in the midnight.
Product Information Sharing
Mobile shopping is not only about shopping, it includes getting information and sharing it. Maybe consumers gain information about products through multiple channels, such as Sina Weibo, SNS, advertising, but the purchasing process is more and more centered on mobile. At the same time, the percentage of adding favorite product pages in PC and pay it on mobile is increasing.
Mobile Taobao is more suitable for users to share purchasing experience. One hour after the beginning of Double 11, millions of consumers shared their shopping information on mobile Taobao.