ComScore Study Shows Increase In Mobile Commerce

smartphone retail in-store

Mobile commerce is on the rise in the United States.

According to a recent ComScore study, m-commerce was up 40 percent, significantly higher than e-commerce (up 11 percent) and total discretionary retail (up 4 percent) in terms of retail spending growth for the first quarter of 2016. Compared to Q1 2015, m-commerce had a 3 percent increase in its share of total digital commerce dollars from 16.9% to 18.6%.

Although m-commerce is a popular use of retail time, consumers are still spending fewer dollars on the new technology platform. Though consumers spend 66 percent of retail time on cell phones, only 19 percent of dollars were spent on m-commerce platforms. Desktops showed opposite results, with consumers spending 34 percent of retail time on computers, yet 81 percent of dollars were spent on these devices. This is a 47 percent gap that companies may need to evaluate over the next few years.

For the 2015 Holiday season, m-commerce played a crucial rule in peaking retail traffic, outpacing desktop every day from Nov. 1-Dec. 31 in 2015. On Black Friday and Cyber Monday, more than 200 million retail category visits were reported on mobile platforms. (Black Friday had approximately 450 million m-commerce visits, Cyber Monday had about 350 million m-commerce visits.)

Overall, m-commerce experienced a 60 percent year-to-year growth during the 2015 holiday season, with a total of 17.9 billion visits, respectively 8.1 billion visits on mobile apps and 9.8 billion visits on mobile web.

For the remainder of the year, retailers will have to take into consideration m-commerce’s powerful influence on consumer behaviors and habits. Mobile apps also will be another top priority of retailers who want to maintain a seamless shopping experience for consumers. Although some consumers (21 percent) report having six to 10 mobile apps or no mobile apps (23 percent), m-commerce growth in general is contributing greatly to retailers’ overall financial growth.


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