More than 70 million people in the US will access the Internet from their mobile phones in 2009. So it’s no surprise that retailers such as 1-800-FLOWERS, Amazon, Ralph Lauren and Sears have launched mobile commerce programs so they can be where their customers are.
Nevertheless, mobile commerce is still in its infancy. Web-enabled mobile phone users are much more likely to employ their devices to get weather forecasts, read news, find movie times and bank online than to buy products. Consumers are willing to use their mobile phones to buy items such as pizza, movie tickets and travel reservations. And some have even used their devices to purchase consumer electronics, computers and apparel. But mobile phone users say they would make more purchases if the process were not so cumbersome, products were easier to find and their devices supported secure credit card transactions.
This eMarketer report gives a comprehensive overview of a trend that will change the retail industry in years to come.
More than 70 million people in the US will access the Internet from their mobile phones in 2009. So it’s no surprise that retailers such as 1-800-FLOWERS, Amazon, Ralph Lauren and Sears have launched mobile commerce programs so they can be where their customers are.
Executive Summary
US Mobile Internet Users and Penetration, 2008-2013 (millions and % of mobile phone subscribers)
Key Questions
The eMarketer View
Mobile Commerce Building Blocks
US Mobile Internet Users and Penetration, 2008-2013 (millions and % of mobile phone subscribers)
US Smartphone Sales, Q1 2008 & Q1 2009 (% of total mobile phone sales)
US Smartphone Sales, 2006 & 2008 (% of total mobile phone sales)
Smartphone Sales in North America, 2008-2012 (millions of units and % change)
Mobile Consumers’ Attitudes and Behavior
Demographic Profile of US Mobile Application Downloaders, Q1 2009 (% of respondents)
Mobile Content and Activities of US Web-Enabled Mobile Phone Owners, March 2009 (% of respondents)
Top Five Fastest-Growing US Mobile Content Categories*, January 2008 & January 2009 (thousands of daily unique users and % change)
US Mobile Internet Users, by Content Type, March 2009 (millions and % change*)
Shopping and Buying
Online Shopping Activities of US Online Buyers* Using a Desktop/Laptop vs. a Web-Enabled Mobile Phone, March 2009 (% of respondents)
Select Purchases that US Consumers Are Willing to Make via Mobile Phone, April-May 2009 (% of respondents)
Types of Products that US M-Commerce Users Have Purchased via Mobile Phone, March 2009 (% of respondents)
US Online Shoppers Who Have Used a Mobile Phone as Part of the In-Store Shopping Experience, December 2008 (% of respondents)
Ways that US Online Shoppers Have Used a Mobile Phone as Part of the In-Store Shopping Experience, December 2008 (% of respondents)
Inhibitors
Reasons that US Web-Enabled Mobile Phone Owners Do Not Buy via Mobile Phone*, March 2009 (% of respondents)
Retailers
Current State of Mobile Commerce Programs
US Retailers* with M-Commerce-Optimized Websites, by Industry, 2009 (% of sites)
Mobile Shopping Features Offered by US Online Retailers, Q1 2009 (% of respondents)
Areas in Which US Online Retailers Plan to Invest This Year to Increase Web Sales, May 2009 (% of respondents)
Level of Involvement with Mobile Merchandising and Marketing According to US Online Retailers, Q1 2009 (% of respondents)
US Retailers with an M-Commerce Strategy, April 2009 (% of respondents)
The Costs and Benefits of Mobile Commerce
Obstacles in the Way of Beginning/Expanding M-Commerce Initiatives According to US Retailers, April 2009 (% of respondents)
Business Goals on Which M-Commerce Will Have a Big Effect According to US Retailers, April 2009 (% of respondents)
Examples of Mobile Commerce Offerings
Conclusions
Endnotes
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US Mobile Internet Users and Penetration, 2008-2013 (millions and % of mobile phone subscribers)
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US Retailers* with M-Commerce-Optimized Websites, by Industry, 2009 (% of sites)
Related Information and Links
Related Links
Contact
Report Contributors
More than 70 million people in the US will access the Internet from their mobile phones in 2009. So it’s no surprise that retailers such as 1-800-FLOWERS, Amazon, Ralph Lauren and Sears have launched mobile commerce programs so they can be where their customers are.
Acquity Group
Billing Revolution
comScore Inc.
eMarketer
ForeSee Results
Harris Interactive
International Data Corporation (IDC)
Internet Retailer
Nielsen Mobile
PriceGrabber.com
RIS News
the e-tailing group
The NPD Group
Vovici Corporation
Yankee Group