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.