Forecast: Mobile retail transactions to surpass $730B by 2017
The total value of physical and digital goods purchased via mobile device is on pace to exceed $730 billion a year by 2017, representing about 30 percent of annual e-retail activity, according to a new Juniper Research forecast.
Noting that companies such as Domino's Pizza already credit the mobile channel for roughly 6 percent of all sales, Juniper anticipates that conventional, non-digital brands and retailers will fuel transaction growth as they continue to build out their m-commerce presence. The report also believes that many consumers will migrate their shopping activity from desktops and laptops to tablets, fueling the growth of "couch commerce"--i.e., online shopping while watching TV.
"We have already moved towards a multitasking, multimedia environment which offers brands the opportunity for far greater engagement with consumers than was previously the case," report author Windsor Holden said. "Mobile is increasingly being deployed at all touchpoints in the retail process--product discovery, product purchase, customer retention."
Juniper adds that digital goods sales continue to rise in tandem with smartphone/tablet penetration, particularly across lifestyle and infotainment applications.
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