Chicago – Some 55% of retail-oriented Internet time starts on smartphones or tablets, outpacing the 45% that originates from desktop computers, according to a report released today at Shop.org‘s Annual Summit.
The report, produced in partnership with comScore and The Partnering Group, covers June 2013. It found smartphone Internet usage that month accounted for 44% of retail Internet minutes, up sharply for 17% two years earlier. Tablet retail Internet minutes made of 11%.
Dollars generated by m-commerce totaled $4.7 billion during the second quarter of 2013, or 8.6% of ecommerce sales during the period, according to the report. Between the second and third quarters of 2013, m-commerce grew 24% while e-commerce as a whole increased 16%.
“Since U.S. consumers now spend more than half of their time on retailers’ websites using their smartphones and tablets, mobile can’t be viewed simply as an ancillary device or action, it now epitomizes how consumers think and act when they interact with retailers,” said Shop.org executive director Vicki Cantrell. “Retailers have to continue to invest to make sure they get their mobile offerings right, or will increasingly risk alienating customers and leaving significant money on the table.”
Retail also happens to be one of the more rapidly growing mobile content categories. From June 2012 to June 2013, retail grew 49% as a content category on smartphones, trailing only beauty and fashion, home and lifestyle, and instant messaging services.
Consumers consult smartphones and tablets on the selling floor, with 57% visiting a retailer’s site or app while in the store and 43% checking out a rival company’s site or app. The top motivator: price comparisons – including making sure the retailer didn’t have a better offer online.
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