USA: M-commerce reached 10% of total e-commerce

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According to comScore, US m-commerce spending reached $4.7bn in Q2 2013 with a growth rate of 24% compared with a year ago bringing spending in the first half year 2013 to $10.6bn, 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. Smartphones drove a considerably higher share of total digital commerce than tablets – 6% versus 3.5%. The figures found that while smartphone users outnumbered tablet users by a factor greater than 2 times, the average spending per device owner is actually 20% higher on tablets.

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 at 23.7%. It is the first time that comScore has made available m-commerce sales estimates by product category occurring on both smartphones and tablets.

Total B2C e-commerce grew to $100,012 million in the first half of 2013, from $87,435, up 14,4% compared to the same period in 2012 according to recent figures comScore published.

Earlier this year shop.org, the sister-organisation of Ecommerce Europe in the USA, together with the National Retail Federation predicted that US online sales are expected to increase between 9.0% and 12.0% in 2013 over 2012, again outpacing total retail sales, which will increase around 3.4%. Shop.org and the NRF did not release dollar figures to coincide with their growth projections.
Recently eMarketer predicted that m-commerce generated by smartphones and tablets would reach a share of 26% by 2017 up from 11% in 2012.

All researchers agree that m-commerce boosted by the further penetration of smartphones and tablets will account for a rapidly growing share of US retail ecommerce sales, and are expected to contribute to strong ecommerce sales growth this holiday season.

Sources: comScore – shop.org – eMarketer – Ecommerce Europe research

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