Feature
Mcommerce Could hit US$ 25 billion in 2013
comScore has been tracking mobile ecommerce (mcommerce) since 2010, and in that time, spending has increased sixfold to US$ 4.7 billion in Q2 2013, a 24% increase from the same time period in 2012. Additionally, mcommerce spending accounted for US$ 10.6 billion in the first half of 2013, an amount that represents 10% of total ecommerce in that time.
Because spending always goes up at the end of the year during the holiday season, comScore predicts the total ecommerce haul for 2013 could reach US$ 25 billion. In just three years, mcommerce has gone from just a couple of billion, to over US$ 20 billion in sales per year.
Mobile mania writ large. It's no wonder then so many organizations are scrambling to incorporate as much mobile technology as they can as fast as possible.
Even a small percentage of that enormous mobile pie is simply too large to ignore, and for the enterprise, the amounts could be even higher. comScore uses a survey method to collect its data, and that means it focuses mostly on consumers.
While those consumers are often using enterprise technology in some form, almost all of the sales being tracked here are for event tickets, apparel, computer hardware and consumer packaged goods.
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In the B2B space, mobile buying is actually pretty rare, but because there are so many digital parts along the chain of events that lead to ecommerce sales, enterprise players are cashing in as well. Mobile buying in the enterprise will no doubt grow over time, but not nearly as fast in the consumer space.
Smartphone Owners Buy More Often, Tablet Owners Spend More $$
Smartphones are much more prevalent than tablets, and that means they are responsible for a larger portion of mcommerce. Tablets, however, are responsible for a higher average spend per device, comScore found. This is attributed to the fact tablet owners tend to be wealthier, and the larger screen sizes tend to emulate a more desktop like experience.
Tablet owners spend about 20% more than smartphone owners per device despite being outnumbered by about two to one. Because tablets are a slightly more recent phenomenon than smartphones, it seems much of the rise in mcommerce can indeed be attributed to them.
Having a precise breakdown of these kinds of mobile ecommerce numbers helps organizations be more precise in their mobile strategy, something that will only continue to grow in importance.
