News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Mobile commerce boosts e-commerce spending in Q2 2014
Mobile commerce is helping to improve overall ecommerce spending figures, according to new data released by comScore, despite mobile commerce remaining a small percentage of total digital commerce.
Mobile commerce growth accelerated rapidly in the second quarter of this year, rising 47% compared to its usual growth rate of 20-something. Mobile commerce growth significantly outpaced both total discretionary retail (+3%) and desktop-based ecommerce (+10%).
"Even though the 47% growth rate is impressive, m-commerce as a percentage of total digital commerce was not exceptionally high at 11.1% - it was just high relative to previous Q2s, which were soft for m-commerce relative to other quarters," writes comScore's Andrew Lipsman on the company blog.
The important of tablets to m-commerce was also apparent from comScore's data. Historically, it is smartphones that have accounted for the lion's share of m-commerce spending at more than 60% but the rapid growth in tablet ownership saw tablets account for 46% in the second quarter of 2014 - a 75% YoY growth rate.
According to Lipsman, it is "highly unlikely" that growth rates in the 40% range will be seen during the remainder of 2014 and that they will likely remain in the 30% range.
"If that happens, then 2014 m-commerce spending looks to be headed for around $35 billion - not far behind the size of the entire digital advertising market," he concludes. "As m-commerce grows into a more mature transactional medium over the next few years, it's clear that omni-channel marketing will become an even more important - and likely more challenging - issue for marketers."
Image via Shutterstock
- FTC's new 'merchandise rule' to come into effect before Christmas
- Brands: Why content needs better optimization
- Ad Roundup: Partnerships and acquisitions to improve platforms
- Consumers prefer SMS to apps for brand communications
- Physical stores still popular with young fashion shoppers
- Britain has more female gamers than male
- Permission-based email marketers still finding inbox placement hard work
- Study: Mobile driving travel plans
Featured White Papers
- 6 Ways to Boost Holiday Sales & Fuel Year-round Growth
Just as the shopping seasons guide demand in many categories, they shape the conversation around these categories as well. How...
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...