Mobile Commerce Is Gaining Relevance
As tablet and smartphone adoption continues to grow, mobile commerce is becoming increasingly relevant to online retailers.
The percentage of e-commerce sales via mobile devices grew from 2 percent in the second quarter of 2010 to 11 percent in the fourth quarter of 2012. This increase was mainly caused by the rise of tablets in general and Apple's iPad in particular. While smartphones are often used to research prices while shopping in brick-and-mortar stores ("showrooming"), people have long been hesitant to make purchases on the relatively small screen. Tablets have erased that problem, offering enough screen real-estate to comfortably go through the entire purchasing process. The conversion rate on tablets is three time as high as it is on smartphones.
The rise of smartphones with 4.7-inch+ screens, often called "phablets", will likely further increase the mobile share of total e-commerce sales, as they combine the ubiquity of a phone with the screen-size, hence the comfort of a tablet.
Online retailers can no longer afford to ignore their mobile audiences and should recognize the growing importance of an attractive mobile presence.
- Share of U.S. mobile e-commerce spending 2010-2016Share of U.S. mobile e-commerce spending 2010-2016
- Annual mobile e-commerce spending in Europe from 2010 to 2014Annual mobile e-commerce spending in Europe from 2010 to 2014
- Quarterly U.S. mobile e-commerce spending 2010-2015Quarterly U.S. mobile e-commerce spending 2010-2015
- U.S. mobile retail commerce revenue 2013-2020U.S. mobile retail commerce revenue 2013-2020
- U.S. manufacturing shipments e-commerce value 2003-2014U.S. manufacturing shipments e-commerce value 2003-2014
- Polo Ralph Lauren's workforce worldwide 2009-2016Polo Ralph Lauren's workforce worldwide 2009-2016
- Revenue of global public internet companies 2014-2015Revenue of global public internet companies 2014-2015
- Online consumer expenditure in the Netherlands 2005-2015Online consumer expenditure in the Netherlands 2005-2015
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