Mobile Transactions Increase 10 per cent in Three Months in US

Tim Maytom

criteo_rgbMobile commerce adoption is becoming faster and faster, with mobile transactions increasing by 10 per cent in just three months in the US, and larger screen sizes and better mobile sites driving mCommerce.

The figures come from performance marketing tech firm Criteo's 'State of Mobile Commerce' report for Q1 2015, which also showed that mobile devices are now responsible for over a third of all eCommerce.

"The huge growth in mobile transactions over the past quarter shows that consumers are now very comfortable purchasing on smartphones across all categories," said Jonathan Wolf, chief product officer for Criteo. "There really is no limit to this growth – mobile is now more than half of all eCommerce transactions in advanced markets like Japan and South Korea."

According to the report, improvements in mobile sites and responsive design, along with the trend towards larger screens, mean that consumers are increasingly happy to shop on smartphones, which are replacing tablets as the dominant device for mCommerce.

In the UK, smartphones now account for 44 per cent of mobile purchases. Mobile accounts for 45 per cent of all eCommerce in the UK, and is predicted to reach 40 per cent globally by the end of the year.

In addition, mobile devices continue to be popular for browsing, with consumers now viewing equal amounts of products on desktops and smartphones, with only lower conversion rates holding mobile back from true equity.