Smart Phones, Tablets Play Bigger Role in Shopping, Says Shop.org

Shoppers Going Mobile

WASHINGTON-More consumers are interacting with retailers through smart phones and tablets, according to a survey conducted by shop.org, the online arm of the National Retail Federation, in partnership with comScore and The Partnering Group.

According to the data, 55 percent of all retail-related Internet time originated on smart phones and tablets in June 2013, when the survey was conducted. Also, smart phone usage accounted for 44 percent of all retail Internet minutes, up from 17 percent in June 2010. Tablet usage represented 11 percent of those Internet minutes.

In the second quarter of this year, m-commerce sales totaled $4.7 billion, 8.6 percent of the total U.S. e-commerce sales dollars in that time frame. From the second quarter of last year to this year’s second quarter, m-commerce sales rose 24 percent, while e-commerce as a whole was up 16 percent.

Vicki Cantrell, shop.org’s executive director, said the survey findings show that “mobile can’t be viewed simply as an ancillary device or action. It now epitomizes how consumers think and act when they interact with retailers.” Cantrell added that retailers will have to invest in their mobile offerings, “or will increasingly risk alienating customers and leaving significant money on the table.”