In June, 91 percent of tablet users and 90 percent of smartphones users accessed mobile e-commerce Web properties. That's compared with the 78 percent of desktop Web users that accessed e-commerce sites. The importance of e-commerce on mobile devices is further reinforced by the study's finding that 35 percent of visitors to the most popular e-commerce sites only access those websites from mobile devices.
"Retailers who do not (at a minimum) optimize their mobile browsing experience or introduce mobile apps are effectively turning away a third of their potential customers," comScore said in a blog post about the study.
Some other insights from the study include:
- Consumers prefer to use commerce apps on smartphones, but prefer mobile browsers when using tablets.
- Smartphones account for more m-commerce dollars overall, but per device spending on tablets is 20-percent higher than on smartphones.
This report appeared in Advertising Age magazine, a New York City-based sister publication of Tire Business.