Mobile shoppers seem to take a try-before-you-buy approach, according to the findings of a new study on m-commerce.
According to the MobileShopTalk blog on MediaPost, the latest Custora E-Commerce Pulse survey found that 76% of online consumers still use only a desktop computer to make their purchases, with the rest shopping on a mobile device or a combination of devices.
“One of the interesting insights in the study is that once consumers trust a retailer after their first desktop transaction, they’re more willing to make repeat purchases on a mobile device,” said blogger Chuck Martin.
Also something of a surprise were the ways that consumers shop on their smartphones. Survey results showed that 27% of purchases via smartphones were prompted by email promotions. Another 33% were derived from shoppers who went straight to a specific retailer’s m-commerce site.
The Custora survey estimates mobile commerce may reach $50 billion by the end of 2014. Compare that to the puny $2 billion mobile market back in 2010.