Arlington, Va. – Consumers are using their mobile devices to
engage in some level of e-commerce, according to a report from the Consumer
Electronics Association (CEA).
The “Mobile Commerce – Reinventing the Way Consumers Shop”
study found that 37 percent of mobile device owners are engaging in some form
of commerce from their device. This could mean making a purchase, redeeming a
coupon or gift card or searching for a coupon.
About 35 percent of all online transaction are completed via
a mobile device, with CE, clothing/footwear, books and music being the
categories most often shopped. About 32 percent of mobile shoppers purchased a
CE product, the survey found.
The CEA defined a mobile device as a smartphone, tablet or
cellphone. It estimated that 90 percent of U.S. consumers own a mobile device,
which equals about 216 million such devices.
“The future of mobile commerce is very promising,” said
Jessica Boothe, strategic research manager, CEA. “Consumers are open to new
technologies as they continue to evolve and develop.
The mobile purchasing rate is expected to continue to grow,
with consumers expected to spend, on the average, $575 on mobile purchases in
the next 12 months. These people will also increase their couponing during that
On the flip side are those people who have either not made a
mobile purchase or are hesitant to do so. About 35 percent had security
concerns with mobile purchases, and half simply preferred shopping in another
“Consumers want assurances that their personal information
is 100 percent safe and secure,” said Boothe, adding, “They are not fully
confident in technologies available. New and advancing technologies should
continue to be explored and developed in an effort to provide consumers with
the best and most secure mobile commerce experience possible.”