There’s no doubt about it. More and more users are buying tablets and using them for e-commerce due the the convenience it provides. The latest report from eMarketer confirms this and predicts a surge in tablet commerce, turning the m-commerce into a $50 billion industry next year.
The overall mobile commerce spending, including both tablets and smartphones, in 2012 was $24.66 billion, and this figure represented an 81% increase from the 2011 figures. That’s quite a staggering number.
The eMarketer report predicts total ecommerce spending from tablet devices alone to touch $24 billion by the end of 2013 and then almost double itself in a year to touch $50 billion by the end of 2014. The total mobile m-commerce sales would stand at about $39 billion in 2013.
In 2013, 15% of all sales is expected to come from mobile devices, with tablets alone accounting for a dominant 9% of this pie. By 2016, tablets alone will account for a significant 17% of all sales.
A big reason for the surge is the increasing rate of tablet adoption, as more and more people buy this new device. This becomes evident from the just concluded holiday season. Christmas Day 2012 saw 17.4 million new device activations, significantly up from the 6.8 million new device activation in 2011. Traditionally, the ratio of new devices has been four smartphones for every tablet. But Christmas Day 2012 sprang another surprise, when 49% of the 17.4 million new devices activated were actually tablets.
Marketers who wish to remain in business in the coming years can no longer afford to ignore tablet marketing. While this focuses on m-commerce, it’s important to understand the impact of these numbers from other conversion standpoint as well. The marketing lifecycle requires many touch points with a prospect just to attain a sit down meeting. If your mobile content isn’t optimized, then they can’t explore, research, and get to know your brand. Optimize your mobile sites. Have clear and bold calls-to-action. Get in the game!
This research stems from a survey of 165 marketing, commerce and supply chain executives, and 12 deep-dive interviews with executives who reveal the ways they are rethinking their engagement strategy.