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BizReport : Ecommerce : September 27, 2012
$20.7 billion spent mobile shopping, $5 billion via tablet
New figures released by Javelin Strategy and Research reveal the extent of the mobile shopping trend. Meanwhile, in the UK, 71% of tablet owners are considering making a purchase via their device, reports eDigitalResearch.
Based on several online surveys of mobile device owners, Javelin's study reveals that mobile shopping has become a $20 billion business.
More than $20.7 billion was spent using a mobile device over the past year. Five billion of that was spent on tablets. The larger devices have long been reported as being easier to shop from than smaller smartphones. Javelin's research also found that those using a tablet to shop spent, on average, $10 more per purchase.
Consequently, shopping via tablet devices will become more popular, doubling within the next three years.
Instead of relying purely on mobile-optimized websites, Javelin recommends that retailers should invest in better mobile apps.
"Apps engage consumers to make purchases," said Mary Monahan, executive VP and research director at Javelin. "With the upcoming holidays, retailers must prepare for the mobile shopping trend or lose out on the opportunity to convert browsers into buyers."
In the UK, the latest eCustomerServiceIndex from eDigitalResearch and the IMRG found that 41% of smartphone owners would consider using their device to make a purchase this Christmas, up 20% from last year.
Proving again that tablets are better for mobile shopping, 71% of UK owners said they will consider using them for shopping this Christmas.
Tags: ecommerce, mobile apps, mobile marketing, mobile shopping, mobile web, mobile-friendly, research, retail
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