Smartphones dominate mobile purchases

While much is made of the growth in shopping via tablets, smartphones still account for the majority of mobile purchases of retail goods and travel, according to a new study.

Sixty-six percent of travel purchases and 53 percent of all retail mobile transactions are from smartphones, Criteo, a performance marketing company, found in its "State of Mobile Commerce" report.

Over two thirds (65 percent) of mobile shoppers are buying fashion and luxury goods on their smartphones, 62 percent are buying travel goods and services, 49 percent are using smartphones to purchase sporting goods, 49 percent are buying health and beauty items and 47 percent are shopping at mass merchandisers.

Meanwhile, more men than women actually make purchases via their smartphones, according to a new Interactive Advertising Bureau survey conducted by Harris Poll. Fifty-six percent of men versus 45 percent of women go beyond browsing on their smartphones to actually make purchases.

The gender difference is especially notable within younger demographics. Seventy-six percent of male smartphones users between 18 and 34 years old said they make mobile purchases within a typical month, compared to 59 percent of females in the same age group.

Whether the mobile shoppers are men or women, the growth of m-commerce is clear. The Criteo study predicts that mobile soon will reach 50 percent of all U.S. online transactions.

For more:
-See this MediaPost mCommerceDaily article
-See this Interactive Advertising Bureau press release
-See this Internet Retailer article

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