10% of Consumer Ecommerce Spending On Smartphone or Tablet

comScore chairman, Gian Fulgoni, reports that “… one out of every ten consumer e-commerce dollars is now spent using either a smartphone or a tablet… 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,,, “

Measuring M-Commerce with new functionality providing greater detail at the platform level (i.e. smartphones vs. tablets), Fulgoni suggests 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.

M-Commerce spending reached $4.7 billion in Q2 2013 with a growth rate of 24% vs. year ago. For the first half of the year m-commerce spending accounted for $10.6 billion, representing 10% 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.

M-Commerce Spending History

Quarter

Spending ($ Billions)

Q2 2010

$0.6

Q3 2010

$0.8

Q4 2010

$1.6

Q1 2011

$2.4

Q2 2011

$2.6

Q3 2011

$3.5

Q4 2011

$4.9

Q1 2012

$4.5

Q2 2012

$3.8

Q3 2012

$4.6

Q4 2012

$7.2

Q1 2013

$5.9

Q2 2013

$4.7

Source: comScore, August 2013

M-Commerce spending for the first half of 2013 indicates that smartphones drove a considerably higher share (6.0%) of total digital commerce than tablets (3.5%), says the report. While smartphone users outnumber tablet users by a factor greater than 2, the average spending per device owner is actually 20% higher on tablets. This is likely a function of the platform’s higher income demographics and its greater similarity to the desktop experience due to its larger screen size, suggests the report.

The top-ranked product categories in total m-commerce sales for the first half of 2013 were Apparel & Accessories, Computer Hardware, and Event Tickets, while Video Games, Consoles & Accessories showed the highest percentage of digital commerce spending occurring via m-commerce (23.7%).

Share of Total Digital Commerce Spending by Platform (Selected Leading Product Categories Q1-Q2 2013)

 

Digital Commerce

Share of Total Digital Commerce by Platform

 Desktop

 Smartphone

 Tablet

Total Digital Commerce

90.4%

6.0%

3.5%

Apparel & Accessories

90.3%

6.2%

3.5%

Computer Hardware

94.5%

3.3%

2.1%

Consumer Packaged Goods

95.6%

3.0%

1.3%

Consumer Electronics

94.4%

2.6%

2.9%

Event Tickets

84.6%

10.9%

4.5%

Source: comScore, August 2013

For more information about comScore M-Commerce Measurement Data, please visit here.

 

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1 comment about "10% of Consumer Ecommerce Spending On Smartphone or Tablet".
  1. Peter Christianson from Retailigence , September 5, 2013 at 12:36 p.m.
    Great insight, really highlights that as mcommerce spending continues to rise, marketers will need an overall O2O marketing strategy to get the most out of their mobile marketing programs to drive more shoppers in store to buy where most purchases still occur.