Shoppers are making it clear that when it comes to shopping and buying, larger screens are king.
The latest development that has been becoming increasingly clear when it comes to mobile marketing news is that it is actually tablet commerce that is taking the hearts of shoppers, more than that occurring over smartphones.
Last year saw a doubling of overall mobile sales, bringing them to a striking $60 billion.
A report has just been issued by Javelin Strategy & Research, called “Mobile Payments Market: Tablet Shopping Surges as Mobile Retail Sales Top $60 Billion.” Within it, the trend toward tablet commerce was underscored, as it was evident that consumers appreciate the larger screen device for their shopping experience.
This trend toward tablet commerce shopping could be important insight for retailers.
The report reveals findings through surveys of 3,492 consumers that were conducted in June 2012, as well as the survey of an another 3,285 people last year in July. Yet another 3,509 people were also surveyed in November 2013 in order to generate the data seen in this research.
Executive vice president and research director of mobile at Javelin Research, Mary Monahan, explained that the mobile payments market has been surveyed by her company for about six years now, but that it has only been for the last two years that they have compiled historical trend data. The reason is that the survey in 2012, the questions on the survey were changed, making it so that the results from previous years could not be compared other than to an anecdotal level.
The survey results from 2013 showed a solid distinction in which retailers can find important insight, said Monahan. She pointed out that consumers are choosing tablet commerce to an increasing degree when they are shopping online on mobile devices. She stated that “Tablets played a dominant role in mobile shopping this year, accounting for approximately one-half of all mobile sales.”
Last year, tablets brought in $28.7 billion in mcommerce, which is five times the total of $5.1 billion that had been brought in the year before. Considering the level of penetration that smartphones have when compared to that of their larger screen counterparts, this figure is very interesting and shows that consumers find that tablet commerce offers something above and beyond what their cell phones are providing.
Baldock also added that “By 2015, we expect every transaction to involve a mobile device at some point in the customer journey.” He stated that it is difficult to exaggerate the importance of this online shopping trend, and “we mean to stay on top of it.”