Study: Revenue from mobile devices jumps nearly 10% year-over-year

Shoppers are purchasing more on mobile than ever before — and they are also making larger purchases.



That’s according to a new report from Yesmail, the email service provider within Yes Lifecycle Marketing, which found that overall revenue coming from mobile devices is up 9.9% year-over-year, according to Yesmail.



Yesmail’s benchmark report, the "Email Marketing Compass: The Year of the Smartphone," found that consumers are also making bigger purchases on their mobile devices. The mobile average order is now $103.80, an 18.3% increase over last year, and a 1.3% increase quarter-over-quarter.



Overall mobile revenue is up 6.1% from second quarter 2015 and 36% from third quarter 2014, with iPhones generating 30% and Android phones capturing about a quarter.



While iPads represented almost half of all mobile revenue in the third quarter, tablet-specific revenue is declining year-over-year. Smartphone-specific revenue, however, is on the rise for the second consecutive quarter, driving over half of all mobile revenue (56%), and this number is growing.



“Marketers must continue to propel their mobile strategies with strong, personalized content and responsive design in order to reach consumers at the opportune moment they are ready to purchase,” said Michael Fisher, president of Yes Lifecycle Marketing.



Moreover, mobile is driving engagement. Yesmail found the gap between mobile and desktop click-to-open (CTO) rates is continuing to shrink. In third quarter 2015, mobile CTO rates were 13.7%, while desktop CTO rates were 18%, the smallest deficit ever. Additionally, compared with the same period last year, mobile CTO rates have grown 13.4%.