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U.S. consumers apparently held onto and used their smart phones and tablets even more than one might suspect given the increase in mobile-commerce transactions during the fourth quarter of 2015, reports Criteo, a New York City-based online marketing specialist.
In its “State of Mobile Commerce Report,” released Wednesday, Criteo said 30% of all online transactions happened on a mobile device, compared with 27% in the same quarter a year prior.
The data also found that m-commerce transactions made with smart phones outpaced those made with tablets. Fifteen percent more consumers used smart phones in the fourth quarter of 2015 compared with 2014, pushing the total share of mobile transactions to 60% for smart phones. That bests the 52% share for smart phones in the fourth quarter of 2014.
More than half—51.2%—of online shoppers are predicted to use their smart phones to make at least one purchase next year, says eMarketer Inc.
The report, which included 1.7 billion annual transactions from more than 3,300 online retail and retail businesses, also found that consumers shopping within an app tend to spend more than those using a mobile Web site or a desktop site. On average, the spend is $102 per order for app users, $100 for those visiting an e-retailer on a desktop computer, and $92 for those on a mobile Web site.
The app-browser split among m-commerce shoppers stood at 54% using apps and 46% browsers in the fourth quarter.
Some merchant categories also experienced strong m-commerce transaction growth. At the top, with a 38% increase from last year, was health and beauty, followed by: home, 25%; mass merchants, 24%; fashion and luxury, 17%; and sporting goods, 2%.
