The Consumer mCommerce Shift

The Consumer mCommerce Shift in the U.S. is rapidly changing. In the latest report by Mob Partner, key indicators lead to a significant shift occurring in the way that consumers shop and the devices they shop with. The report compared mCommerce similar to traditional bricks and mortar retail which both have had to adapt to the rise of ecommerce, the next challenge facing retailers is how they can effectively address the rising numbers of consumers shopping via a mobile device, which offers a more immediate and fluid experience.

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Mobile Commerce (m-commerce) sales and M-Commerce spending reached $4.7 billion in Q2 2013 with a growth rate of 24 percent vs. year ago according to a recent study by ComScore. For the first half of the year m-commerce spending accounted for $10.6 billion, representing 10 percent of total digital commerce during that time. With the expected seasonal surge in Q4 spending, m-commerce could surpass $25 billion for the full year.

Mob Partner indicates, unlike PC and laptop-based ecommerce, mcommerce is something that consumers are likely to do on the move. Even as they are shopping for one item in-store, they can be researching and purchasing through their mobile for something completely different. It also highlights location and time of day are no longer barriers to shopping; thanks to always having our mobiles with us, shopping has become a 24/7 activity.

A “sweet spot” was also identified of  mobile and tablet users with preferred spending between $25-$100. The study also found for Android users that SMS-based offers were responded to social networks, email coupons and mobile advertising. Special offers from offer sites sent via SMS still remained popular. Consumers found items such as electronics, clothing, accessories and books as popular products to purchase via their mobile devices. Consumers spent over $200 via mobile and also were the highest in buying for electronic devices. In a comparison of women and men, more women purchased beauty products through mobile versus men. Overall, women have been more comfortable than men in purchases through a mobile device.