New data from comScore shows mobile shopping is helping boost total ecommerce spending numbers, despite the fact that mobile commerce as a percentage of total digital commerce is only about 11%.
Referencing the second-quarter 2014 period, the research firm said, “while desktop-based ecommerce saw signs of softness, total digital commerce was bolstered by a massive increase in mobile commerce spending growth.”
The previous quarters had seen growth rates primarily in the mid-20s, but “the second quarter saw a rapid acceleration to 47% growth – far outpacing the growth of total discretionary retail (+3%) and desktop-based e-commerce (+10%).” ComScore’s Andrew Lipsman noted it was an easier comp – prior to this year, m-commerce tended to see a seasonal share dip during the spring months.
And, he noted, “While it is highly unlikely to see growth rates in excess of 40% in the Q3 and Q4 this year, it is very possible that the numbers will come in solidly in the 30% range.” If so, he projected total mobile commerce spending for the year to be headed for around $35 billion.
More information is available on the comScore blog, and the company has also published a new report on mobile apps. The company notes: “The fuel driving mobile’s relentless growth is primarily app usage, which alone makes up a majority of total digital media engagement at 52 percent.