Report: Tablets Now Account for Over Half of Mobile Transaction Volume
Feb. 17, 2014
Mobile commerce payment volume from tablets surged 500 percent last year, accounting for more than half of all dollars spent on mobile devices for the first time, according to Javelin Strategy & Research. In 2013, consumers spent $28.7 billion using tablets, up from $5.1 billion in 2012. Tablet adoption is driving the mobile payment shift from smartphones to tablets, with tablet ownership doubling since 2012. The Pleasanton, Calif.-based research group said the trend will mean both mobile-optimized Web and app technology will be important for retailers as they try to drive sales in the mobile channel.
“Mobile consumer purchasing habits are evolving from purely app- or browser-based purchasing toward both methods in tandem,” said Mary Monahan, executive vice president and research director of mobile at Javelin Strategy & Research. “While functionality should differ between the two methods, it is also critical for vendors to ensure that the user experience is similar for both methods so that crossover is frictionless. Similar visual elements and layouts should be used to simplify the process and build a recognizable brand experience.”