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BizReport : Mobile Marketing : August 12, 2013

Report: Smartphone users spending more time on retail sites

Smartdevices are pushing more people to spend more time online - and much of that time is spent on retail websites. That according to new data out from Millennial Media, which indicates time spent on mobile retail sites (via smartphone) has increased nearly 400% since 2010.

by Kristina Knight

According to the data mobile now leads the retail category for time spent, toppling desktops. But, perhaps more surprising is that men are the predominant mobile-retail site visitors. Most mobile surfers visiting retail hubs have a household income over the $75,000/year mark, according to Millennial Media.

Other interesting findings include:

• Men are most likely to use mobile to compare prices or scan barcodes
• Woman are most likely to use mobile send product images to friends or find coupons
• 37% of retail campaigns focused on increasing foot traffic, 24% focused on driving mobile/site traffic

Just over 40% of mobile campaigns included store locator options and direct-purchase options.

Meanwhile, eCommerce in general is having a banner year. According to new data out from comScore desktop-based retail spending is up more than 15% (YoY) for Q2; online shoppers spent more than $49.5 billion online in the second quarter of 2013.

"The second quarter of 2013 saw a healthy acceleration in the online spending growth rate to nearly 16 percent on the strength of a particularly enthusiastic April from consumers," said comScore chairman Gian Fulgoni. "Increased spending growth for the quarter not only reflects the long term share shift towards digital commerce, but also the near-term signals of sustained improvement in consumer sentiment. This strength is particularly significant since the second quarter tends to be seasonally lighter for e-commerce, and, as such, represents a positive indicator for the back half of the year."

The top eCommerce categories included Apparel/Accessories and Digital Content/Subscriptions. eCommerce accounted for nearly 10% of shoppers' discretionary spending for the quarter.

Image via Shutterstock

Tags: comScore, ecommerce spending, ecommerce trends, m:commerce trends, Millennial Media, mobile marketing, mobile retail spending

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