Don’t say I didn’t tell you so. Smartphones now account for a majority of mobile transactions. In fact, according to a new report from Criteo, U.S. mobile transactions grew 10 percent in the last three months
The Q1 2015 State of Mobile Commerce Report, which analyzed $160 billion worth of digital retail sales worldwide across 3,000 Criteo clients, states that the smartphone is the dominant device in m-commerce today.
In addition, growth continues across all retail categories, with top quartile retailers continuing to outperform the rest.
The report notes that as growth in sales of tablets has leveled off and smartphone sales continues to increase and that retailers are seeing a significant switch in mobile commerce activity: More shoppers have become comfortable with buying goods on their smartphones, and more digital shoppers now have smartphones, driving increases in sales on smartphones.
The report cites better mobile sites and apps along with the growth in adoption of smartphones with larger screens as a continued accelerator in mobile shopping growth.
The introduction of the iPhone 6 and 6+ and other large screen smartphones are starting to dominate the market and the screen size makes the experience more like a tablet.
Mobile is now the majority of all e-commerce transactions in Japan and South Korea. By the end of 2015, mobile’s share of e-commerce transactions will reach 33 percent in the U.S. and 40 percent globally.
Consumers now view the same amount of products on both desktops and smartphones, but with lower add-to-basket and purchase rates on smartphones, according to Criteo.
“To best convert mobile shoppers on smartphones into buyers, smart retailers need a great mobile web site experience, and a robust digital marketing strategy. This year, we’ll see a growing focus on cross-device advertising on both mobile and desktop to generate personalized recommendations across consumers’ devices that deliver sales wherever the customer may be,” the report states.
In other research from Demandware, which analyzed the actions of more than 100 million online shoppers, nearly half (47 percent) of all online commerce traffic comes from a smartphone or tablet, according to their research. And those that aren’t purchasing online are often conducting research from their phone while in a store.
There is no doubt that mobile is moving fast. It’s get on board or get left behind. A mobile optimized site is a must for every retailer and everyone with a Web presence. This isn’t the future. It’s here now.