According to the report, titled “Holiday Shopping 2014: Mobile on the Rise,” the proportion of consumers who have made a purchase via a smartphone in the last six months increased from 59% in 2013 to 70% this year. Fifty-seven percent said they have used their smartphone while shopping in a store, and within this group, 63% use it to check pricing at other stores, 60% check prices online, and 52% read recommendations and reviews. Looking ahead, 41% of consumers surveyed said they plan to make even more purchases via their smartphones next year.
Asked which mobile channels they prefer, 54% of consumers surveyed said they used both mobile commerce sites and apps on their smartphones, but overall respondents favored mobile sites over apps by a margin of more than two-to-one.
While mobile commerce is clearly on the rise, consumer concerns seem to be growing in tandem: this year 42% of consumers said they worried about the security of mobile transactions, up from 34% in 2013. To combat this trend, the report suggests that retailers begin “highlighting their mobile transaction security measures on the device interface.”
There are also a number of areas where mobile commerce platforms fall flat: 53% of respondents said smartphones aren’t as helpful as they’d like as mobile shopping aids -- somewhat improved over 61% who had the same complaint last year. Consumers are also distinctly unimpressed with the performance of mobile-equipped in-store personnel: 74% have never received assistance from an associate with a smartphone or tablet, and among the group which did receive this kind of assistance, 55% said it “didn’t help them at all.”
Last week I wrote about a forecast from IBM, predicting that for the first time ever this year, mobile devices will account for 53% of all visits to e-commerce sites during the Thanksgiving holiday season, beginning Thanksgiving Day and extending through “Cyber Monday.” That's up from 39.7% last year. And 48.2% of all online product browsing will be on mobile devices, almost double last year's figure.