September 28, 2012

Javelin's Strategy and Research Group released new research today showing that customers spent more than $20.7 billion shopping with their mobile devices so far in 2012. The Mobile Payments Hit $20 Billion in 2012 report noted that customer shopping with tablet devices seemed to be driver of in growth of mobile shopping this year, with about $5 billion in purchases made with tablets.

Javelin found that customers are generally making larger purchases with their tablet devices than their smartphones. Customers spent $10 more on average when shopping with their tablet than with phones; but even when comparing purchases made by iPad owners versus Kindle Fire owners Javelin said it found significant differences in type and amount of purchases.

Regardless of the type of tablet though, Javelin found that the larger screen sizes (combined with mobility) that tablets provide makes them the best avenue for converting online shoppers to mobile shoppers.

Although most mobile shopping experiences occur through mobile browsers, Javeling encourages the development of mobile apps that provide a better customer shopping experience. "Increasingly mobile devices like tablets are being used as shopping tools but the mobile buying experience is not keeping pace with consumer activity. Apps engage consumers to make purchases. With the upcoming holidays, retailers must prepare for the mobile shopping trend or lose out on the opportunity to convert browsers into buyers," said Mary Monahan, Javelin's Executive Vice President and Research Director, in a statement.

The report is based on three online surveys of mobile phone owners and a survey of mobile device owners conducted by Javelin. Javelin also included case studies of mobile offerings from American Express and Amazon.

[See Related: The Secrets to Chase's Mobile Success: Exclusive Q&A With SVP Ravi Acharya ]

ABOUT THE AUTHOR
Jonathan Camhi is a graduate of the City University of New York's Graduate School of Journalism, where he focused on international reporting and interned at the Hindustan Times in Delhi, ...