Despite Having High Interaction Rate, Mobile Lost to Desktop in Term of Sales
As time goes by, mobile technology seems to be more and more vital to people’s daily life. It even has affected consumers in making their decision within the great age of e-commerce industry in Indonesia. Interestingly, the conversion of online purchase done via mobile is no better than the number of transaction done via desktop.
Based on the duration of time they spend, Indonesians are one of “most mobile” ones on earth. According to Google Indonesia, the utilization of smartphone is considered to be high and stable, unlike any other devices or media.
Now there wouldn’t be a surprise to learn that such condition drives the growth of e-commerce ecosystem in Indonesia. The smartphone domination also strengthens the marketing attempts in various industries. By improving their visibility and attraction, mobile apps may allow certain products to reach more consumers. In fact, Google revealed that 94% of smartphone users tend to use mobile sites for commercial purposes.
“The fight for consumers is now won within the ‘micro moment’ – spontaneous moment of decision making and option establishment which determine results in each and every consumer’s journey, that takes place every time a consumer is on any cellular device,” Google Indonesia’s Industry Head Henky Prihatna stated (1/4).
During the event, Tiket.com’s Commercial Director Dimas Surya Yaputra also claimed that mobile apps play a significant role in Tiket.com’s daily operation, as 40% of traffic they obtain comes from mobile, meaning that nearly two million users access their services in month. However, he also admitted that mobile app tends to be applied merely for research and exploration, while desktop remains the leader of online transaction execution.
“The users’ behavior is quite unique. Mobile is mostly used to look for ticket and schedule, while the execution is mostly done through desktop,” Yaputra pointed out.
Although having less execution, most of the transaction done via mobile devices are credit card-based ones. Thus, Tiket.com plans on converting more sales through mobile devices along with the increase of the number of credit card owners.
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