Retail grew by 49% year-over-year in June as a content category on smartphones, trailing only beauty and fashion, home and lifestyle, and instant messaging services, according to a study released by Shop.org in partnership with comScore and The Partnering Group. The rising popularity of retail content is such that in June, 44% of retail time online originated from a smartphone, on par with the percentage (45%) originating from desktops. Factoring in online retail time originating from tablets, and mobile devices accounted for a majority 55% share of online retail time during that month.
For comparison, a recent study released by comScore and Jumptap estimated that smartphones and tablets accounted for 51% of American adults’ time online in April.
With increased time come increased sales, and the study indeed reveals that mobile commerce sales grew by 24% year-over-year in Q2 2013, outpacing the 16% growth for e-commerce as a whole. Mobile commerce accounted for 8.6% of total US e-commerce sales during the quarter, per previously-released data from comScore.
Interestingly, despite indications that tablet owners are willing to spend more than smartphone owners, the Shop.org study finds that shoppers spent an average of $97 on smartphones during the second quarter, about 28% more than the average spent on tablets ($76).
Recent research from Monetate suggests that more than 1 in 5 e-commerce site visits came from a smartphone or tablet during Q2.