By Rieva Lesonsky
Does your holiday retail strategy this year include mobile? It should. A new study, Understanding Mobile Audience, from mobile ad network Jumptap and comScore found that tablet computers, in particular, are spurring growth of mobile purchasing behavior.
Mobile purchasing in general is becoming more widely accepted, with 31 percent of smartphone owners having made a purchase on their phones. But the introduction of tablets has rapidly stepped up the game. Despite the relative newness of the tablet concept, already 63 percent of tablet owners have made a purchase with their device. That’s pretty close to the 83 percent of respondents who have made a purchase on a laptop or desktop computer.
The report theorizes that the larger size of tablets makes the shopping experience more comfortable than it is on a tiny smartphone device. Already, among the youngest consumers surveyed (those aged 18 to 34), 79 percent have made purchases on a tablet (compared to 89 percent who have done so on a PC). But even among the oldest group of consumers surveyed, those aged 55-plus, 43 percent had made purchases on a tablet, compared to 78 percent who had used a PC and 12 percent who had made purchases via smartphone.
Overall, men are more likely to purchase on a mobile device: 67 percent of men, compared to 55 percent of women, had made tablet purchases, and 39 percent of men, compared to 23 percent of women, had made phone purchases on a smartphone.
So what are customers buying on their mobile devices? The top 10 most popular mobile purchases are:
1. Event tickets; daily deals (tie): 38 percent of mobile device owners have made these purchases
3. Apparel or accessories: 36 percent
4. Travel; physical copies of books, video games or movies (tie): 33 percent
6. Consumer electronics (TVs, etc., but excluding mobile phones): 32 percent
7. Flowers and gifts; toys (tie): 30 percent
9. General services (photo printing, shipping services, etc.): 26 percent
10. Consumer packaged goods; sports and fitness (tie): 25 percent
In a trend that’s closely tied to purchasing, the Jumptap study also found that consumers are increasingly comfortable using mobile devices for banking and financial services. Last year, just one in eight said they accessed their banking, credit card or other financial information using a mobile device; this year, one in six does so. More than half of these consumers are in the 18-to-34 age range, so it’s likely their comfort level with mobile financial services will only increase. And as people feel more secure making financial transactions by mobile device, they’ll also feel more comfortable shopping on the go.
If your ecommerce site isn’t already optimized for mobile use, you’re missing out on sales that could be coming your way.
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