US Mobile Commerce Update 2016: Behind the Rapid Growth - eMarketer
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US Mobile Commerce Update 2016: Behind the Rapid Growth

eMarketer Report

By: eMarketer

Published: May 02, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Mobile commerce had a breakthrough year in 2015. Smartphone retail mcommerce sales in the US nearly doubled, driven by larger screens, smoother buying experiences, better mobile search and context-driven discovery. The same trend should continue throughout 2016.

  • Retail mcommerce sales in the US will total $123.13 billion in 2016, a 39.1% increase over 2015, eMarketer estimates.
  • Nearly 185 million US consumers will shop with their mobile devices this year, and nearly three-quarters, or 136.3 million people, will be mobile buyers.
  • Smartphone conversion rates were roughly a quarter of desktop rates in 2014. In 2015, smartphone conversion rates jumped nearly one-third, while desktop rates slipped from 3.2% to 3.0%, leaving a 3-to-1 ratio.
  • Google’s algorithm changes during H1 2015 encouraged many retailers to invest in sites optimized for mobile shopping, a key contributor to higher conversion rates. In September 2015, some 62% of retail sites had responsive designs.
  • Only 13% of US mobile phone owners use a voice-controlled personal assistant, and half have never used it, according to 451 Research.
  • Purchases made on mobile apps account for more than half of retail mcommerce transactions worldwide.

"Mcommerce growth is primarily coming from smartphones. In 2015, smartphone commerce nearly doubled, signaling a new readiness among mobile consumers to purchase."

Table of Contents

Mcommerce Continues Rapid Growth

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Conversion Performance Across Platforms

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Factors Driving Higher Conversion Rates

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30 charts are included in the full report:

US Mobile Commerce Update 2016: Behind the Rapid Growth

US Smartphone Retail Mcommerce Sales, 2014-2020 (billions, % change and % of total retail mcommerce sales)

Mcommerce Continues Rapid Growth

US Retail Mcommerce Sales, 2014-2020

US Retail Mcommerce Sales, by Device, 2014-2020 (billions, % change and % of total)

US Smartphone Retail Mcommerce Sales, 2014-2020 (billions, % change and % of total retail mcommerce sales)

US Tablet Retail Mcommerce Sales, 2014-2020 (billions, % change and % of total retail mcommerce sales)

More Mobile Shoppers and Buyers

US Smartphone Users and Penetration, 2014-2020

Average Time Spent per Day by US Adult Users of Each Major Medium, 2012-2018 (hrs:mins)

US Mobile Shoppers, by Device, 2014-2020

Mcommerce Traffic Share for Digital Retailers in Select Countries, Jan 2016 (% of total ecommerce traffic)

US Mobile Buyers as a Percent of Mobile Shoppers, by Device, 2014-2020

US Smartphone Buyers and Penetration, 2014-2020 (millions and % of digital buyers)

US Dual Smartphone and Tablet Users and Penetration, 2014-2020

Conversion Performance Across Platforms

US Retail Ecommerce Metrics, by Device, 2014 & 2015

App vs. Browser Share of Time Spent Accessing the Leading* US Retail Sites via Mobile Device, Sep 2015 (% of total)

Mobile App vs. Browser Share of Retail Mcommerce Transactions Worldwide, Q4 2015 (% of total)

US Mobile Users Who Prefer to Conduct Select Retail-Related Activities via Mobile App vs. Website, July 2015 (% of respondents)

Mcommerce by Operating System

US Smartphone User Share, by OS, 2014-2016 (% of total)

Retail Ecommerce Traffic vs. Order Share for Select Countries, by OS, Q3 2014 & Q3 2015 (% of total)

US Smartphone vs. Tablet Retail Mcommerce Visit Share, by OS and OS Version, Q4 2015 (% of total on Branding Brand's platform)

US Holiday Season* Tablet Mcommerce Order Share, by Brand, 2014 & 2015 (% of total)

Factors Driving Higher Conversion Rates

Reasons US Digital Shoppers Research/Purchase Products via Desktop/Laptop vs. Mobile Device, Sep 2015 (% of respondents)

Ownership of Large-Screen Smartphones Among US Smartphone Users, March & Aug 2015 (% of respondents)

Mobile Optimization

Adoption of Select iOS-Based Mobile Transaction Methods/Features Among US Big-Box Retailers, Oct 2015 (% of total examined by L2 Think Tank)

Primary Digital Marketing Channel that Generated Digital Purchases During the US Holiday Season*, 2014 & 2015 (% of total)

Desktop and Mobile Click-to-Open Rates for Responsive vs. Nonresponsive US* Marketing Emails, Q4 2015 (among emails sent by Yesmail clients)

Evolution of Mobile Search

Mobile Share of Paid Search Ad Spending and Clicks in North America, by Device, Q4 2015 (% of total among Merkle clients)

Smartphone Share of US Retail Product Listing Ad (PLA) Spending, Q1-Q4 2015 (% of total among Adobe clients)

Primary Type of Website Where US Internet Users Start Digital Product Searches, Aug 2015 (% of respondents)

Frequency with Which US Mobile Phone Owners Use a Voice-Controlled Personal Assistant on Their Device, June 2015 (% of respondents)

Growth in Automotive Image Searches Among US Internet Users, Jan 2014-Nov 2015 (% change vs. same period of prior year)

Context-Driven Discovery

Ways in Which US Smartphone Users Used Their Smartphone During the Path to Purchase, April 2015 (% of respondents)