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 |
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