SOURCE: 41st Parameter

41st Parameter

December 19, 2013 16:15 ET

41st Parameter Data Shows 35 Percent Year-Over-Year Growth in Mobile Commerce

Overall Online Shopping up 15 Percent From Thanksgiving Day to Cyber Monday

SAN JOSE, CA--(Marketwired - Dec 19, 2013) - 41st Parameter, the leader in device recognition for fraud prevention, has released new data that details online and mobile commerce trends for the critical period between Black Friday and Cyber Monday. Between 2012 and 2013 there was a 15 percent increase in overall online commerce, while orders placed using mobile devices (smartphones and tablets), grew by more than 35 percent.

In contrast, the share of online orders placed using non-mobile browsers declined by 6 percent from 2012 to 2013. This provides further evidence that mobile is redefining shopping behavior.

Mike Gross, senior manager of risk strategy and professional services at 41st Parameter, conducted the research and analyzed the results. "We are interested in tracking the migration of ecommerce to smartphones and tablets," said Gross. "Our approach was to review millions of transactions occurring during the busiest online shopping period of the year and compare them with the same period last year. What we noticed were some very significant changes from 2012 to 2013. The most notable was a 50 percent increase in the percentage of transactions originating on smartphones."

This increase reflects the fact that consumers aren't simply 'window shopping' or comparing prices with their phones; they are shopping on them now as well. To stay ahead of this mobile surge, 41st Parameter is constantly enhancing its FraudNet cyber security and TrustInsight consumer trust solutions. Many of these innovations are based on recognizing and understanding the types of devices that are being used for ecommerce, which -- as the data shows -- are changing quickly.

Below are additional findings from the research:

    Percent of 2012 online orders   Percent of 2013 online orders   Year-over-year change
Online orders   n/a   n/a   15 percent
Smartphones   5 percent   8 percent   52 percent
Tablets   10 percent   13 percent   27 percent
  Combined mobile*   15 percent   20 percent   35 percent
Non-mobile   85 percent   80 percent   -6 percent

* "Combined mobile" includes both smartphones and tablets, hence the percentage of online orders equaling more than 100 percent.

These numbers are based on a review of online orders that were evaluated by 41st Parameter in order to recognize and prevent potential fraud. The transactions occurred between Thanksgiving Day and Cyber Monday, a period widely recognized as the busiest for online commerce. The transactions were conducted across a range of commerce sites, the names of which cannot be disclosed, but reflect nearly 3 million transactions in 2013 and 2.5 million in 2012.

About 41st Parameter
In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant business challenges. 41st Parameter, a part of Experian and the global leader in device recognition and intelligence, combines patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. The company's FraudNet platform protects businesses from online fraud before it happens. AdTruth, the digital media division, gives marketers a better way to recognize and reach their most valuable audiences across all types of devices. TrustInsight™ enables online merchants to increase sales by approving more trusted transactions. These privacy compliant solutions help keep the Internet more secure and relevant for everyone.