While smartphone visit share is slowly starting to plateau, the value of smartphone visits is increasing at a quick rate, much faster than desktop, and smartphones are taking up revenue share at an ever-increasing rate. Each smartphone visit is worth double what it was worth in the beginning of 2014, which justifies a much higher commitment to mobile marketing strategies. The average smartphone visit was worth $0.18 on the dollar compared to a desktop visit in 2014. That figure is now up to $0.33 to the dollar. We should expect the threshold to cross the $0.50 milestone in the near future. It’s worth noting that these numbers don’t account for the customer journeys that begin on smartphone and transition to desktop for checkout, or where customers access mobile websites to enhance their in-store purchasing experience. If we were to account for this added value, the smartphone experience becomes even more valuable to the average retailer. While revenue from smartphones represented only 23% of all online shopping in the first quarter, there’s a lot of room for improvement, and a lot of value added from an amazing mobile experience given continued smartphone visit and revenue trends. DIGITAL DOLLAR: RETAIL AND ECONOMICS UPDATE 2018Q1