The latest mobile forecast from eMarketer reveals a sharp increase in e-commerce spending, which the research company is laying firmly at the door of tablet and smartphone sales.
According to the report, this holiday season should see a rise of 15 percent in total e-commerce sales, up to $61.8 billion. Tablet and smartphone shoppers will account for 16 percent of holiday sales, a jump from 11 percent in 2012 and a continued rise from the 7 percent tallied in 2011.
When eMarketer pointed its crystal ball at the future of e-commerce spending, it predicted that more than a quarter of all holiday purchases would be made from mobile devices by 2017. Not surprisingly, much of this year’s anticipated growth and future developments are expected to come from the tablet sector. With their family-friendly attributes and larger screens well-suited to casual navigation, tablets have proven their worth as a holiday sale accelerator.
Interestingly, the research firm had originally predicted that mobile sales would make up 15 percent of all holiday sales. When more recent data showed a faster-than-expected growth in the mobile sector, eMarketer altered its predictions to account for the growing trend. This indicates a rise in activity during recent months, a promising sign for the final quarter of 2013.
In related news, eMarketer estimates there are around 1.3 billion mobile app users in the world in 2013 — and that number could grow to 2.1 billion by 2016. As a result, the app world is becoming an increasingly complex place: eMarketer suggests that the best companies are looking at the big picture to discover how mobile spending shifts based on demographics, income levels and location — all the better to tailor future marketing attempts.
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