Tablet retail ecommerce sales will total $63.12 billion in 2019, growing at 9.9% year over year.
“As retailers improve their mobile app experience, we are finally seeing the mobile monetization gap narrowing,” said eMarketer principal analyst Andrew Lipsman. “Not only are they providing customers with more reasons to download their apps—particularly with features that enhance the in-store shopping experience—but they have removed traditional barriers to purchase. Improved personalization, prepopulated payment info and faster checkout have helped streamline the path to conversion.”
For marketers, the rise in mobile app usage could also serve as a valuable source of first-party data. According to a September 2018 survey conducted by Advertiser Perceptions and MightyHive, 82% of US senior digital marketers considered their first-party mobile app analytics data to be "very important" to their marketing and advertising decisions.