State of Mobile Marketing 2015 [#DigitalInsights]

How smartphones are being used in the United States for shopping and travel purchases

Emarketer's research focused on US shopper behaviour to understand how American companies can target the mobile shopper. Emarketer estimates that there are now over 145 million shoppers using their smartphones, an increase of 23 million since 2013.

However, it's interesting that they predict that this year only 1.6% of USA sales will be taken via a mobile, as it's a big influence in the lead to purchase decision-making process rather than a device for purchasing a product/service. Similar shopping habits to the UK where shoppers are inclined to use their mobile for researching products through the latest boom in showrooming and webrooming as 33% of Americans are showrooming on their devices.

The graph below from their report shows where consumers are using their mobile app when it comes to purchase, with the biggest increase in lifestyle and shopping.

Even though shoppers are purchasing in-store, consumers are becoming reliant on their devices and retailers are embracing this. It's predicted that mcommerce sales will continue to grow over the next 5 years as shown below.

The report shares statistics, interviews and trends for mcommerce mainly in the USA and their findings include:

• 1. An expected increase in consumers using their mobile and devices to research travel and holidays, with bookings being made on their smartphones rather than tablets  - an expected 128.8 million American shoppers.
• 2. A growth in consumers downloading coupons for online and offline shopping.
• 3. Increase in the use of apps, being used for lifestyle and shopping on the 'IOS'

Access Emarketer's Mobile Commerce report to read the full findings, check our Mobile Stats summary for more insights on the use of mobile in the United States and the Pew Mobile Technology reports. For Expert members, see our recently updated Website design wireframes which include mobile and desktop wireframes.