Mobile shopping is becoming increasingly popular in th e-commerce cosmos, exerting more influence on overall retail sales, according to new estimates from eMarketer. According to eMarketer, one of the primary reasons mobile is driving e-commerce sales is because it stimulates incremental purchases that stem from impulse buying. Mobile devices offer consumers a 24/7 shopping day, removing the need to be in a store or on a desktop to make purchases.
The study shows 15 percent of online retail sales will be done via mobile devices, from 11percent in 2012 to 25 percent by 2017. Overall, eMarketer estimates, US retail m-commerce (mobile commerce) sales will reach nearly $39 billion in 2013, up 56.5 percent over 2012 and almost triple the amount spent in 2011. This is inclusive of the products and services ordered online via any mobile device, whether payment or fulfillment happened on mobile itself or in person. These estimates exclude sales of travel services or event tickets.
As for the tablets, a majority of sales will be made with only 35 percent of m-commerce happening via a smartphone. By 2017, tablets’ share of US retail mcommerce sales will rise to 71.5 percent, vs. 27 percent for smartphones. Tablet users have the greater presence among digital buyers. Possessing a tablet almost guarantees that the person uses it for ecommerce. By 2017, 78% of US tablet users will make purchases via the device. Furthermore, 69.6 percent of digital buyers in the US will be tablet buyers, while 49.9 percent will be smartphone buyers. By the end of this year, 51 percent of digital buyers will use a mobile device to make a purchase, with the majority of online shopping happening on a tablet.
In the next four years, eMarketer estimates 71 percent of U.S. retail m-commerce sales will be made on tablets compared to only 27 percent of m-commerce sales made using a smartphones. eMarketer forms its estimates of mcommerce sales, as well as its projections for the number of mobile shoppers and buyers, based on the analysis of estimates from other research firms, estimated mobile sales data from lead retailers, and weighing overall consumer shopping trends. Pointing towards lower-than-expected 2012 year-end reports, eMarketer stated that these projected figures reflect a slight decrease from forecasts made in January of this year.