August 6, 2013, 3:15 PM

Mobile commerce keeps climbing

New research shows no signs of slowdown in the shift from desktop to mobile shopping.

Katie Evans

Managing Editor, International Research

Lead Photo

Consumers continue to shop more with mobile devices, new research illustrates.

From July 2012 to July 2013, the percentage of web sales from smartphones at 18 retailer clients of mobile commerce technology provider Branding Brand increased 59.2% from 2.7% to 4.3%, the vendor reports. The percentage of web sales from tablets increased 34.7% from 9.5% to 12.8%. And the percentage of web sales from non-mobile computers decreased 5.6% from 87.8% to 82.9%.

Branding Brand has more than 150 clients, it reports. The vendor selected 18 retailers for its just-released mobile report that together, the vendor says, provide an overall snapshot of the mobile landscape and sales trends of its clients.

Consumers are shopping on mobile devices more than they are buying on the devices, the report illustrates. From July 2012 to July 2013, the percentage of visits from smartphones at the 18 retailers increased 54.0% from 13.9% to 21.4%. The percentage of visits from tablets increased 35.7% from 9.8% to 13.3%. And the percentage of visits from non-mobile computers decreased 14.4% from 76.3% to 65.3%.

Taking smartphones and tablets together, mobile devices accounted for 34.7%, or 14.28 million, of 41.24 million total visits to the 18 retailers in July.

While desktop visits and sales may be decreasing, conversion rates are up across the board for both mobile and desktop, Branding Brand says. From July 2012 to July 2013 smartphone conversion went from 0.38% to 0.43%, tablet conversions rose slightly from 1.44% to 1.46%, and non-mobile computer conversion went from 1.91% to 1.96%, the vendor reports.

When it comes to mobile visits to retail sites, Apple Inc.’s iOS mobile operating system continues to beat out Google Inc.’s Android, Branding Brand says. The iPhone accounted for 66.8% of July 2013 smartphone traffic at the 18 retailers, Android smartphones 30.0% and other smartphones 3.2%. The iPhone accounted for 75.4% of smartphone revenue, Android smartphones 22.5% and other smartphones 2.1%.

Apple’s iPad accounted for 94.3% of July 2013 tablet traffic at the 18 retailers, Android tablets 5.6% and other tablets 0.1%. The iPad accounted for 98.8% of tablet revenue and Android tablets 1.1% and other tablets .1%.

Branding Brand is No. 1 among mobile commerce vendors in the “Leading Vendors to the Top 1,000 E-retailers.”  It has 38 clients among the Internet Retailer Top 1,000, according to the research database.


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