Welcome to The CITE -- a blog on Course materials, Innovation, and Technology in Education, created by Mark Nelson and now part of the Publications Department of the National Association of College Stores. CITE is a pun with multiple meanings - referring to cite as in citation, something people reference; site as in location, website, or place people go to; and sight as in foresight or looking ahead to what is coming. Comments, discussion, feedback and ideas are welcome.

Wednesday, July 16, 2014

Shoppers Start on Desktop, Move to Mobile

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.

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