MOBILE COMMERCE TENDENCIES
Goldman Sachs projected that 535 million people will make at least one
purchase through a mobile device in 2014. The bank also projects that Retail
Sales (excludes travel & digital goods) through Mobile Commerce will hit a new
high of $204 billion USD in 2014. They also expect that growth to continue at
a fast pace, average of +30% year-over-year, throughout 2017. Leading into
2018 with a growth still above 20% (21.3%), reaching
$626 billion USD.
MOBILE FIRST
2014 was a pivotal year for Mobile Commerce and Mobile Technology in
general. We’re witnessing a major platform shift. Smartphones and tablets
are becoming the number one used devices and everything is leading to a
Mobile First approach when it comes to marketing, ecommerce, social
media and many other uses once more common through a desktop or
laptop.
According to eMarkerter.com, there will be 1.75 billion
smartphones by Dec/2014. With roughly 58% running on Android
and about 22% running on iOS.
0
0,5
1
1,5
2
2,5
3
2012 2013 2014 2015 2016 2017
Smartphone users (billion)
1.13
1.43
1.75
2.03
2.28
2.50

MARKET & USAGE
We’ll continue to see a strong usage growth on Mobile platforms
according to a study by comScore.
- comScore
60% of all time spent
online will be through a
mobile device
7/10 of all mobile
phone owners already
own a smartphone
1/4 of all mobile
phone owners already
own a tablet
In the graph above we can see the age groups for each major platform
and operating system. What becomes clear from this graph is that we’ll
find smartphone users in every age group.

Even though the average ticket price for tablets is higher, considering the
volume of purchases, smartphones are still the main channel.
Mobile shopping grew significantly more than traditional desktop/laptop
e-commerce. M-commerce grew 47% worldwide while
traditional e-commerce grew a modest 10% in Q2Y14 compared to
Q2Y13. In Europe, Mobile Commerce saw an even bigger growth, 71%.
Share of Retail Time Spent by Platform &
Access Method
Total Mobile Mobile Browser
TabletSmartphoneTotal Mobile
Money spent through mobile
devices
Smartphones
Tablets
46% 54%
Source - comScore
In 2013, most of PC users became multi-platform users. In other words,
these PC users started using their smartphones or tablets either
intermitently or simultaneously with their PCs.
2013 was also the year we first saw people spending more time online
via Mobile Devices than via Desktop. 442 billion minutes via
Smartphones. 429 billion via PC and 124 billion via tablets.

Thank You
SHOPPING TENDENCIES
Goldman Sachs made another important projection when they
announced that by 2018, 50% of all online purchases will
be made (finalized) through a mobile device. This claim
seems very plausible when we see Google’s Mobile Planet report that 51%
of smartphone users have already made at least one purchase
through their devices, but what is even more relevant is that these
shoppers are frequente buyers. 70% of mobile shoppers claim to
make at least one purchase a month.
Fashion is the largest Market for mobile commerce with 38% of all
purchases. In second and third place, tied with 26%, we’ll find Electronics
and Books.
For any inquiries, please feel free to email us at:
contact@vitrinapro.com.br

Summary /References
1 – comScore
http://www.comscore.com/Insights
2 – Google Mobile Planet 2014
http://think.withgoogle.com/mobileplanet/en/
3 – Goldman Sachs
http://www.theatlantic.com/technology/archive/2014/03/goldman-
there-will-be-as-much-mobile-commerce-in-2018-as-br-e-
commerce-in-2013/284270/
4 – SAP
http://www.emarketer.com/Article/Smartphones-Tablets-Drive-
Faster-Growth-Ecommerce-Sales/1009835
5 – Oracle
http://www.oracle.com/us/products/applications/emarketer-
mobile-commerce-roundup-2188367.pdf