103m Americans (41 per cent of the population) won't use their smartphones or tablets to buy products and services online, according to new research published by digital marketing firm, The BIO Agency.
According to the company, 142m people in the US spend money through mobile every month with the average consumer likely to spend between $20 and $50.
The research found that the most common mCommerce purchases in the US are entertainment products such as apps, games, eBooks and music, whilst jewellery, gadgets, fashion, food and travel were found to be the least purchased items. 18-24 year olds are the most likely age group to use their devices as a shopping channel, while the over 55s are the least likely.
“Research shows that mCommerce does not cannibalise traditional or online shopping, it increases overall spend,” said The BIO Agency managing director, Peter Veash. “Those brands that continue to build trust-based, long-lasting relationships with their customers will, as an inevitable consequence, see sales through tablets and mobile increase. Any growth through mCommerce aligned with a good marketing strategy will significantly increase the brand’s market share.”