CAMBRIDGE, Mass.-Mobile-phone and tablet commerce sales should total more than $114 billion this year and $293 billion by 2018, according to a study from Forrester Research.
The firm said sales through tablets should account for more than $76 billion in revenues, while sales made from smart phones are expected to reach $38 billion. The reasons for this growth are rapid device adoption, with more consumers owning mobile phones and tablets, and thus spending more time online; faster growth in the number of mobile-phone and tablet buyers, with consumers becoming more accustomed to shopping with these devices; and merchants’ focus on improving the mobile and tablet experience.
Commenting on the latter point, Forrester said that “retailers and other merchants have come to understand the importance of delivering strong mobile-phone and tablet commerce experiences.” Thus they have invested in optimizing their mobile-Web presences through an effective response design framework. “In fact,” Forrester said, “mobile-phone and tablet strategies have slowly crept up the priority list for retailers and are now the single biggest area of focus for the majority of retailers.”
Underscoring the latter point, the research firm said retailers surveyed by Forrester and the National Retail Federation’s Shop.org Website identified investments in their mobile commerce initiatives as their top priority for 2014.