Q3 2015 E-Commerce Jumps 15% Y/Y to $69.7 Billion in Sales
In Q3 2015, comScore estimates reveal that total digital commerce sales in the U.S. reached $69.7 billion, an increase of 15 percent year-over-year from $60.6 billion in Q3 2014. The majority of online sales came via desktop, with $58.3 billion in sales on the platform, which accounted for 84 percent of the digital dollars spent. Mobile commerce contributed the remaining 16 percent, or $11.4 billion in the quarter while achieving strong year-over-year growth at 70 percent (as compared to just 8 percent from desktop). After 17 consecutive quarters of double-digit e-commerce growth on desktop, Q3 2015 was the third straight quarter in which the growth rate dipped below 10 percent amidst a more pronounced channel shift from desktop to mobile spending in the wake of the 2014 holiday season.
Lessons Learned in Digital Advertising
Through comScore’s extensive, global research in the digital advertising space, we’ve identified key Lessons Learned that help shed light on the current state of the industry and guide us on a path toward more effective planning, stronger evaluation and overall improved results for media buyers and sellers.
Multi-Platform Media Planning in Practice
But just how sizeable can the impact be when planning on unduplicated audiences across platforms and entities? Let’s take a deeper look at this issue.
Bringing Mobile into the Digital Media Planning Process
As comScore has highlighted over the last year, and recently in our Global Mobile Report, the Multi-Platform Majority is here and is growing. That is to say, more than half of the population now goes online using multiple platforms (desktop, smartphone or tablet) over the course of a month. Clearly this has changed the way in which we live our media lives, so it’s not a wild assertion that it should also influence the ways in which media is planned, bought and sold.
Optimise Toward ‘Golden Impressions’ to Put Trust Back Into Digital Advertising
Ultimately, it has been the lack of clarity in where advertising actually is served that is feeding this growing lack of trust. So how can we instill widespread trust back into the ecosystem and change the conversation from one of negative connotation to one focused on the positives that digital advancements have brought?