Digital marketing and research company eMarketer released a report indicating record m-commerce growth last year. Citing research from over 120 data sets, the report shows that U.S. mobile commerce sales jumped 81 percent to nearly 25 billion in 2012, up from 13.6 billion in 2011.
The mobile commerce figures reported by eMarketer include all purchases made via smartphones, tablets and other mobile devices, and exclude the sales of travel and event tickets. Smartphone and tablets account for the majority of mobile sales, as other mobile devices such as ereaders accounted for only 0.94 billion last year.
Tablets are the driving force behind the huge jump in mobile sales last year, and this trend is expected to continue. Tablets will account for 24 billion in m-commerce sales in 2013, and that figure is expected to nearly double by 2015. Tablets already account for approximately 9.5 percent of overall e-commerce sales.
While steady, mobile commerce sales on smartphones are growing slower than on tablets. Smartphones are expected to drive 13.44 billion in m-commerce sales this year, and 24 billion by 2015. However, the report points to a growing trend of smartphones driving in-store sales, which are not accounted for in the reported m-commerce figures.
The huge surge in shopping using a mobile device is explained by eMarketer as a “rapid adoption” over the last few years. Today’s consumers are mobile, and the report indicates that the trend to make purchases on multiple mobile touchpoints will continue to see significant growth over the next several years.
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