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Rakuten Marketing Blog

Personalization Across Mobile, Social Will Drive 2017 Back-to-School Success

Posted on Tue, Aug 8, 2017 @ 08:08 AM by Alissa Nelson

The 2017 Back-to-School season is in full swing, and Rakuten Marketing has released data capturing the notable trends of this year’s back-to-school shopping season!

Mobile continually rises year-over-year. Rakuten Marketing data revealed mobile conversions rose 79 percent from the 2015 season to the 2016 season and mobile revenue increased 71 percent. To date, the 2017 back-to-school season has seen a 40 percent year-over-year increase in mobile revenue, and consumers are spending 69 percent more per mobile order. Rakuten Marketing anticipates mobile will become the predominant shopping platform in the next 24 to 48 months.

Although mobile is proving to be the rising king for sales growth, desktop and tablet also saw a revenue increase, with desktop up 14 percent and tablet up five percent. However, mobile again out shined the other platforms in ad performance. Desktop and tablet both rose at 75 percent and 85 percent correspondingly from 2015 to 2016, while mobile rose 177 percent. To date in 2017, mobile ad performance is up 73 percent year-over-year.

These insights suggest advertisers should increase mobile ad spend to maximize revenue potential with growing consumer engagements and purchases on the mobile platform. It is essential for marketers, retailers and advertisers alike to champion transparency and meaningful consumer engagement to reduce ad-blocking and grow revenue. Rakuten Marketing aims to aid this goal by delivering insights and providing tools to increase efficiency, productivity and performance.

Tags: Rakuten Marketing, back to school, Rakuten Marketing Insights

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