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Googling on Mobile Beats Desktop; Smartphone Shopping Increases

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

In news that’s surprising to no one, most of Google’s traffic now comes from mobile.

At a digital advertising conference Tuesday, Google vice president of product management Jerry Dischler announced that more search requests are made on mobile devices than on personal computers in the U.S. and nine other countries, including Japan.

Given that nearly 75 percent of the U.S. population owns a smartphone—that’s 182 million people that Experian said spend an average of 58 minutes a day on their device—it’s not exactly a groundbreaking proclamation.

For retailers, however, it’s just another confirmation why they need to have a mobile presence. Moreover, a recent Branding Brand’s Mobile Commerce Index revealed revenue from smartphone shoppers soared 73 percent over the past year. The report, published Wednesday, found that smartphone revenue accounted for 13 percent of total online income in April—a growth of 63 percent year-over-over.

Pittsburgh, Pennsylvania-based Branding Brand, which powers m-commerce for more than 200 retailers including American Eagle and Ralph Lauren, identified retail trends from a cross section of 50 of its clients that last month produced a total of 72 million visits and $86 million in revenue. The Index discovered that smartphone conversions increased 31 percent since April 2014, compared with a 2 percent decline in desktop. Additionally, smartphone visits jumped 29 percent year-over-year, while desktop visits dropped 8 percent.

“This is the second month in a row where desktop conversion has declined,” said Branding Brand co-founder and CEO Chris Mason in a statement. “Because retailers have more ways to interact with consumers than ever before, they must continue optimizing their experiences to keep up with shopping’s increasing complexity.”

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