The hottest trend in eCommerce: Customers who use only mobile devices

According to new December 2013 data from web and mobile measurement firm comScore Inc, one-third of online shoppers use only mobile devices, which puts even more pressure on retailers to build strong m-commerce sites and apps. With this trend going strong from last year and will only continue, optimizing for mobile shoppers - be it a mobile commerce web site or responsive design site, and possibly a mobile app, as well - is a must today for retailers of all sizes, otherwise, they will lose a huge amount of traffic coming from their online customers who only visit and shop on mobile devices.

The research has also showed how the online behavior of consumers has changed in a major way due to factors like better mobile shopping experiences, improved mobile connectivity and faster wireless data speeds. As a consequence, consumers can browse as efficiently on a mobile device as on a desktop PC.

Retailers like Amazon, Target, Groupon, RetailMeNot are already experiencing the majority of their monthly unique visitors using only mobile devices.Furthermore, according to Groupon, “North American mobile customers continue to be more engaged than our web-only customers, purchasing more frequently and spending more”. On the other hand Target reports two-thirds of all customers owning smartphones, and making tremendous use of them. For example, on the 2013 Thanksgiving to Cyber Monday holiday weekend, half of all digital traffic at Target stemmed from mobile devices.

Another interesting fact revealed in the “U.S. Consumer Device Preference Report: Q4 2013” by e-mail marketing technology provider Movable Ink, says how almost 65% of e-mails in the U.S. are opened on mobile devices. Yet another report from Forrester Research Inc., “Global Business and Consumer Tablet Forecast Update, 2013 To 2017” suggests how more than half of online shoppers in North America will have tablets by 2017.

As retailers are becoming more and more aware how today’s consumers are time-pressed and increasingly tech-savvy thus relying more and more on mobile devices, retailers worldwide are working on their mobile commerce and marketing efforths.

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