Data Monday: Mobile Web Shopping

by Luke Wroblewski May 14, 2012

Though few people dispute the growth of mobile computing, many remain unconvinced about mobile e-commerce. And even more doubt the value of Web-based mobile e-commerce solutions -preferring native mobile applications instead. Looking at recent data, however, shows that both of these assumptions don't seem to be holding up.

  • 79% of US smartphone and tablet owners have used their mobile devices for shopping-related activities. (source)
  • 42% of tablet owners have “used their device to purchase an item,” compared to 29% of smartphone owners. (source)
  • Top activities among mobile shoppers include in-store price comparisons (38% of mobile shoppers), browsing products through their mobile Web or apps (38%) and reading online product reviews (32%). (source)
  • Smartphones are used more often than tablets for activities on-the-go: “Locating a store” (73% vs. 42% for tablets ), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners). (source)
  • The top five retail apps and websites combined — Amazon, Best Buy, eBay, Target and Walmart — reached nearly 60% of smartphone owners in 2011. (source)
  • Smartphone usage reveals that retail websites are more popular than retail native apps. (source)
  • The likely reason for shoppers’ mobile Web preference boils down to speed: “When you are doing business on the Web, every second counts." (source)
  • The average impact of a one-second delay means a 7% reduction in e-commerce conversions. (source)
  • For the $100,000 per day ecommerce site, a one-second delay means $2.5 million in lost revenues in a year. (source)

To see how quickly mobile shopping has been growing, take a look at last year's numbers .