Report: Mobile pushing more ecommerce

When it comes to shopping via mobile device, many shoppers are browsing and buying more often than those who aren't connected. That's the word from the IAB's new "Mobile Commerce: A Global Perspective," which found that while three-quarters of global mobile users have made mobile purchases, about one-quarter of them are shopping at least weekly via tablet or smartphone.

by Kristina Knight

If you think mobile shoppers are primarily browsing or looking up product reviews, think again. The IAB reports that most mobile shoppers are actually buying - and quite regularly. Their data shows more than half (57%) have been buying via mobile for more than a year, and that most (80%) of those are shopping via mobile because of the convenience and price factors.

"Pressing the 'buy' button on mobile devices is now a regular occurrence the world over," said Anna Bager, Senior Vice President, Mobile and Video, IAB. "Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase."

Some interesting findings from the report include:

• 62% of mobile shoppers say they'll buy more via mobile over the next 6 months
• 76% say have engaged with mobile ads over the previous 6 months
• 60% say they have learned about products via social networks
• Mobile wallet users are most likely to make mobile purchases weekly (36% vs 23%)