Smartphones and tablets continue to drive an increasing share of e-commerce traffic.
According to Monetate, mobile accounted for 18 per cent of e-commerce traffic in the third quarter, up from 8 per cent a year prior.
Smartphones drove a larger share of traffic than tablets, which reflects their increased penetration and perhaps the popularity of “showrooming,” when consumers use their smartphone in-store to compare prices.
Retailers, both online and brick-and-mortar, have to heed consumers’ changing shopping habits. According to IBM, mobile accounted for 16 per cent of Black Friday online sales this year, up from 9.8 per cent a year ago.
(For more information on mobile commerce, and how brands can win, read our special report.)
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