For the first time, web and mobile measurement firm comScore Inc. is breaking out mobile commerce sales by product category. The firm offers a glimpse at what mobile shoppers are buying.
Following are select product categories, the percentage of web sales from desktop/laptop computers, the percentage from smartphones, and the percentage from tablets, for the first half of 2013, according to comScore:
- Event tickets, 84.6%, 10.9%, 4.5%.
- Apparel and accessories, 90.3%, 6.2%, 3.5%.
- Consumer electronics, 94.4%, 2.6%, 2.9%.
- Computer hardware, 94.5%, 3.3%, 2.1%.
- Consumer packaged goods, 95.6%, 3.0%, 1.3%.
Overall, 90.4% of total web sales came from desktops and laptops in the first half of 2013, 6.0% from smartphones and 3.5% from tablets, comScore says. The percentages don’t add up to 100% because of rounding.
Mobile commerce sales hit $10.6 billion in the first half of 2013, comScore finds, up 27.7% from $8.3 billion during the first half of 2012.
“While mobile devices are already extremely influential in the overall buying process, they are also beginning to drive a meaningful percentage of digital commerce,” says comScore chairman Gian Fulgoni. “One out of every ten consumer e-commerce dollars is now spent using either a smartphone or a tablet, and growth in this segment of the market is outpacing that of traditional e-commerce by a factor of 2x, which itself is growing at rates in the mid-teens. Any channel shift has the potential to be disruptive to established revenue streams, and it would appear that m-commerce spending has reached enough of a critical mass that key stakeholders must begin to address this new market dynamic today or risk losing competitive advantage.”
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