eBay app offers second-screen shopping experiences for iPad users
eBay continues to build its arsenal of mobile commerce applications with the free Watch for eBay, an app that enables Apple (NASDAQ:AAPL) iPad tablet owners to purchase items related directly to the television program they're currently viewing.
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With Watch with eBay, consumers can search or browse a program guide to determine what's on TV based on their zip code or cable/satellite provider, then browse items corresponding to the broadcast--for example, DVDs and memorabilia connected to favorite films and actors, or sports gear tied to a favorite team. In-app functionality includes product search, bidding, purchase and payment options, as well as browsing for popular programs. Watch with eBay also introduces eBay Celebrity, which gives fans insight into their favorite stars' charitable causes and identifies products they admire.
eBay originally launched Watch with eBay last November as a feature integrated into the eBay for iPad app. The company states that 86 percent of mobile web surfers use their smartphones and tablets for second-screen access while watching their favorite shows.
eBay is on pace to reach $8 billion in mobile gross merchandise volume in 2012, up from $5 billion in 2011, said President and CEO John Donahoe during an appearance late last month at the Mobile World Congress 2012 event. He added that more than 70 million consumers worldwide have downloaded the eBay app to their mobile device, up from 65 million in mid-January. Donahoe also said that half of all U.S. consumers access the web at some point during the shopping experience, with mobile devices playing an increasingly significant role in how customers shop both online and off.
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