By Chuck Martin
Commerce is up and commerce is really up, depending on where it’s done.
Desktop-based ecommerce increased a little while mobile commerce is up a lot, based on new research.
For the second quarter compared to a year ago, ecommerce increased 10% while mobile commerce is up 47%, according to new data from comScore.
Tablets accounted for almost half (46%) of mobile commerce spending. However, with the increasing size of the tablet-owning marketplace, that was an increase of 75% compared to a year ago.
The research firm noted that the same quarter a year ago was lower than the quarters before and after it, somewhat accounting for such a large percentage increase year over year.
However, the last three quarters show consistently strong mobile commerce activity, all higher than the quarters a year earlier.
Interestingly, despite the substantial growth, mobile commerce represents only 11% of total digital commerce.
However, the direction of mobile commerce growth is clear in this and many other studies.
The base of mobile buyers continues to increase to a massive scale, both domestically and globally, providing a significantly larger number of potential mobile shoppers.
A small initial mobile purchase that is successful can lead to more comfort in mobile buying.
For perspective as to size, total mobile commerce spending could reach $35 billion by the end of this year, which comScore points out is not far behind the size of the entire digital advertising market.
Mobile commerce is still on the rise. In a big way.
Chuck Martin is Editor of the mCommerce Daily at MediaPost and writes the daily MobileShopTalk column. He is the author of “Mobile Influence,” “The Third Screen,” and “The Smartphone Handbook.” He is CEO of Mobile Future Institute. Chuck Martin is a frequent Mobile Keynote Speaker and Mobile Marketing Speaker internationally. He also addresses Social Media in Mobile.
