Consumers spent $75.8 billion in apps and on the mobile web in 2014, up 33.68% from $56.7 billion in 2013, according to a new report “Mobile Online Retail Payments Forecast 2015” from research and consulting firm Javelin Strategy and Research, which includes several surveys of between 1,500 and U.S. consumers over the past two years. Javelin predicts mobile retail commerce in the U.S. will grow to $217.4 billion by 2019.
Consumers who purchase both in mobile apps and mobile web sites accounted for 78% of mobile purchasing, or $59.4 billion in 2014. Browser-exclusive shoppers purchased $10.7 billion in 2014 and those who only bought from apps spent $5.8 billion. These numbers are rounded.
Mobile in-store payments totaled $4 billion in 2014, which would bring total mobile retail payments up to $79.8 billion. By 2019, Javelin predicts consumers will pay for $54 billion in in-store purchases with mobile devices.
19% of all smartphone owners made a purchase on their smartphone within the past seven days, and 20% of all tablet owners made a purchase within in the past week, according to the survey. Apple consumers made more m-commerce purchases in the past year than Android consumers, as 76% of iPhone consumers made purchases on their phone within the past year, and 77% of iPad consumers purchased on their tablet. 73% of Android consumers purchased on their smartphone in the past year, as did 72% of Android tablet consumers and 74% of Kindle Fire users.
51% of mobile shoppers purchased physical goods in 2014, up from 45% of mobile shoppers in 2013. Purchasing of all other digital products on smartphones, such as apps, videos and music, decreased in 2014. For example, 38% of mobile shoppers purchased games in 2014, compared to 40% in 2013.
26% of mobile-phone owning consumers use their phones to make purchases, compared to 23% in 2013. Of consumers who don’t use their phones to make purchases 40% say the reason is that they are concerned about the security of mobile payments.
Follow mobile business journalist April Dahlquist, associate editor, mobile, at Mobile Strategies 360, @Mobile360April
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