As recently as late 2010, mobile commerce was only 3% of e-commerce. By the end of last year's holiday shopping season, that number had risen to 11%. That's approximately $18.6 billion in consumer spending - and that doesn't even include travel-related purchases.
New mobile merchandising trends — merchandising being the art of selling people products they didn't know they wanted — like mobile catalogs and coupons are helping to drive this explosion.
In a new report from BI Intelligence, we examine the main reasons why mobile commerce is exploding, and analyze the new mobile merchandising trends — like mobile catalogs and coupons - that are contributing to this growth.
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Take a look at this chart that illustrates the widespread usage of mobile coupons:
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The role of mobile coupons in driving mobile commerce will only continue to grow:
- The number of U.S. smartphone users using mobile coupons has increased dramatically - from 7.4 million in 2010 to 29.5 million last year. By 2014, that number is expected to surge to 47.1 million.
- Mobile coupons are being used across the gamut in retail: 41% of mobile coupons users said they had redeemed coupons at the grocery store, 41% said they redeemed coupons at department stores, and 39% at clothing stores.
- And that's barely scratching the surface: In 2012 there were 305 billion consumer packaged goods coupons (CPG), print and digital, distributed in the U.S. — a number that remained unchanged from 2011. Roughly 90% of CPG coupons were distributed as free-standing print inserts in publications, while digital coupons represented less than 1% of the total.
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