Mobile commerce spending reached $4.7 billion in the second quarter of 2013, an increase of 24 percent over the previous year, according to a press release by comScore, a digital analytics firm. With a projected $10.6 billion in spending during the first half of the year, comScore predicts that m-commerce will reach $25 billion by year’s end.
The comScore report included sales measurements, by category, of both smartphones and tablets. Gian Fulgoni, comScore chairman, said mobile devices “drive a meaningful percentage of digital commerce,” and added that the m-commerce market is growing twice as fast as traditional e-commerce.
According to the research, smartphones drove a higher share of digital commerce than tablets: 6 percent compared with 3.5 percent. Despite a considerably higher number of smartphone users, spending per device owner is actually 20 percent higher on tablets. Though speculating, comScore says the reason is likely due to a tablet owner’s higher income bracket and experience similar to that offered by a desktop.
What’s more, comScore broke down spending by category, including the top product categories for m-commerce sales. Video games, consoles and accessories received the highest percentage of digital commerce spending (23.7 percent), while consumer electronics received the least (2.6 percent).
Where marketers are concerned, Andrew Lipsman, vice president of industry analysis at comScore, said in a blog post that sales in the fourth quarter alone will reach an estimated $10 billion. He referred to the past year as an “inflection point,” wherein more customers are using mobile devices for digital transactions. The rising use of mobile commerce is a platform shift, he said, adding that now is the time for marketers to develop new strategies for customers based on data that indicates exactly how consumers are spending their dollars.
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