eMarketer projections indicate that 19 percent of United States retail ecommerce sales will originate from mobile devices in 2014. That figure is expected to increase to 25 percent by 2016, also according to eMarketer estimates.
In its report entitled, “Mobile Commerce Deep Dive: The Products, Channels and Tactics Fueling Growth,” eMarketer explains that the increase, and expected increase, is due, in part, to traditional, ecommerce, and mobile-only sellers competing for consumer money. These funds are being spent, more and more, via smartphones and tablet devices.
According to research conducted by eMarketer, apps may be the area in which users of mobile devices may be spending the bulk of their time. Last year, in fact, it was on mobile devices that 86 percent of United States smartphone Internet time was spent, according to data eMarketer collected from Flurry’s analytics of comScore and Net Marketshare data.
Meanwhile, regarding consumer spending, the activity is being seen in mobile websites. More than half, a total of 55 percent, of all adult shoppers asked in a December 2013 survey about their holiday shopping, said that their purchases were made on a website and that the website was accessed by smartphone. This is an increase over the 43 percent seen during the 2012 holiday season. Also, in 2013, one-third of shoppers asked—34 percent—indicated that they used a retailer-branded app on either their smartphone or a tablet. The survey was conducted collaboratively by Baynote and the e-tailing group, according to eMarketer.
Also, a larger proportion of U.S. mobile users often purchase from mobile sites. Some 32 percent of the U.S. mobile phone users surveyed by PricewaterhouseCoopers in November 2013, indicated that they had bought products from a website accessed through their smartphone and that these purchases were made weekly.
Some wonder if apps are presenting a threat to sales made via mobile website; however, among retailers interviewed for the eMarketer report, retailers say they are not concerned and say that apps are responsible for an increase in incremental sales. This is specifically true for those businesses that drive particularly loyal buyers in the hopes of increasing repeat sales and continued, lifetime loyalty.
Today, as more retailers have more mobile websites than apps, and with many apps not offering commerce functionality, apps are the greater driver of mobile websites sales and less of a threat, eMarketer concluded.
eMarketer.com; Despite Time Spent, Mobile Sites Grab More Moola than Apps; July 24, 2014.