Mobile APP client installation becomes the starting point for mobile online shopping competition

The rapid development of mobile Internet has brought strong impetus to mobile shopping. It is no longer necessary to sit in front of a computer to browse products. "Shopping" for goods has become another important pastime activity on public transportation after listening to music, sending text messages, reading e-books, and playing games.

Using multiple channels at the same time has become the main feature of consumers browsing online shopping websites in the mobile Internet era. More than 40% of online shoppers browse online shopping websites through two or more terminals. The proportion of browsing using mobile phones increased from 29.46% in the fourth quarter of 2011 to 35.68% in the first quarter of 2012, a month-on-month increase of 21.11%. The proportion of users who use mobile phones for online shopping has increased significantly, from 12.58% in the fourth quarter of 2011 to 20.42% in the first quarter of 2012, a month-on-month increase of 62.32%.

Figure: Proportion of users who use mobile phones to shop online and install or use online shopping website clients

(Data source: Online shopping consumer research in the first quarter of 2012, Base=2228)

With the rapid development of mobile online shopping, online shopping website clients with convenient access, more personalized browsing and operation have become an important access method for consumers to conduct mobile online shopping. Among consumers who use mobile phones to browse online shopping websites or actually realize online shopping, about 90% have installed or used online shopping website clients. Therefore, occupying the desktop of users' mobile terminals through APP, that is, the user installation rate of the client, has become the starting point for online shopping brands to seize the mobile online shopping position. As the varieties and types of mobile phones and mobile terminal APPs become more and more diverse, the competition on the desktop has become more and more fierce. The development of clients, function improvement, and user promotion, so that their brands can occupy an advantageous position in mobile online shopping, are aspects that online shopping websites need to pay great attention to in the mobile Internet era.

Figure: Proportion of users who use mobile phones to shop online and install or use online shopping website clients

(Data source: Online shopping consumer research in the first quarter of 2012, Base=2228)

(Online shopping consumer research is a continuous study conducted by the First Quadrant and Yipai Joint Research; sample size: 1668 )