Forecast: Mobile shopper ranks to grow 50% by 2014
The number of consumers purchasing physical goods remotely via mobile device is poised to increase by roughly 50 percent, from 393 million in 2012 to 580 million in 2014, according to a new forecast issued by Juniper Research.
Juniper notes that retailers are already witnessing mobile purchases playing a larger role in digital commerce transactions, crediting the growth to increased consumer confidence in mobile devices as both a content browsing and payment mechanism. The firm adds that the average size and scale of mobile purchases will continue to rise as well, with annual transaction values from digital and physical goods reaching $730 billion within the next five years, bolstered by larger volumes of recurring, higher-value purchases.
Obstacles remain, however. Juniper reports that a majority of retailer sites are still not optimized for mobile browsers, and many consumers also continue to harbor concerns over transaction safety, although few users are adopting mobile security software solutions. Another challenge: Juniper notes that while operator billing deployments are becoming more widespread, purchases remain limited to digital goods.
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