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BizReport : Mobile Marketing : July 13, 2015

Mobile purchases now more physical than digital

Purchases made on mobile devices are increasingly more physical than digital, according to Javelin's latest 'Mobile Online Retail Payments Forecast'.

by Helen Leggatt

It's far easier today to make purchases via a mobile device and, as such, people are now buying more than just digital downloads such as music, games and apps. According to Javelin's 'Mobile-Online Retail Payments Forecast 2015', physical goods are now the most common mobile purchase (51%) compared to games (38%), music (38%) and apps (37%).


A quarter (26%) of mobile users now make mobile online retail purchases, found the report. Javelin found that younger consumers are more active purchasers - 18% of mobile app and browser purchasers are 18 to 24 years old compared to 12% of all consumers. Furthermore, those aged 25 to 34 years account for more than a third (34%) of app purchasers compared to 21% of all consumers.

"As buy buttons and one-click shopping experiences gain in popularity, consumers are coming to expect low-friction checkout experiences. Limiting the steps involved in checkout is critical to meet consumer expectations," said Daniel Van Dyke, research specialist at Javelin.

The total volume of mobile online retail payments has more than tripled over the last two years, found Javelin, and is projected to grow from $75.8 billion to $217.4 billion at a CAGR of 23% within four years. Mobile online retail commerce is projected to have grown $17.8 billion during 2014, and will reach $93.6 billion this year.

Image via Shutterstock

Tags: ecommerce, mcommerce, mobile, shopping

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