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Emarketer M-commerce Tablets

M-commerce transactions total $10.6bn in first half of 2013

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By Jennifer Faull, Deputy Editor

August 27, 2013 | 2 min read

Transactions made via smartphones or tablets have amounted to $10.6bn in the first half of this year, according to a comScore report, representing 10 per cent of total digital commerce during that time.

Purchases made on mobile phones accounted for $6.7bn, while those on tablets totalled $3.9bn. However, while there are twice as many smartphone users than tablet users, comScore found the average spending per device owner is actually 20 per cent higher on tablets.

"While mobile devices are already extremely influential in the overall buying process, they are also beginning to drive a meaningful percentage of digital commerce," said comScore chairman Gian Fulgoni.

"One out of every ten consumer e-commerce dollars is now spent using either a smartphone or a tablet, and growth in this segment of the market is outpacing that of traditional e-commerce, which itself is growing at rates in the mid-teens.”

He added: “Any channel shift has the potential to be disruptive to established revenue streams, and it would appear that m-commerce spending has reached enough of a critical mass that key stakeholders must begin to address this new market dynamic today or risk losing competitive advantage.

The report added that with the expected seasonal surge in Q4 spending, m-commerce could surpass $25bn for the full year.

The top-ranked product categories in total m-commerce sales for the first half of 2013 were apparel and accessories, computer hardware, and event tickets.

Emarketer M-commerce Tablets

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