What channel are digital buyers flocking to?

Consumer trend data shows that more than half of digital shoppers will use one specific channel for making purchases at least once within a year.



According to a new report from eMarketer, 95.1 million Americans ages 14 and older, or 51% of digital buyers, will make at least one purchase via a smartphone during 2017. This figure will rise to 55% by 2020.



2017 will be a watershed year for smartphone commerce in other ways, as well. A total of $75.51 billion, or 50% of all retail m-commerce sales, will be transacted on smartphones in 2017. That will be up from 48% in 2016. Seventy-eight percent of Americans 14 and older will shop using a smartphone in 2016, including those who browse and research, but do not buy.



As smartphones’ share of m-commerce sales continues to rise, tablets’ share will continue to fall. This year, tablets will capture 51% of m-commerce sales, with that figure falling to 49% in 2017.

In 2016, m-commerce will represent 32% of all e-commerce sales, but just 3% of total retail sales.



“In order to get people to make purchases on their phones, retailers need to make it as easy as possible for consumers,” said Yory Wurmser, eMarketer retail analyst. “That means fully optimized mobile websites, a checkout process with few steps, and fully personalized merchandising.”