JAVELIN Examines Consumers’ Mobile Shopping Behaviors

San Francisco, CA, July 9, 2015:  While mobile proximity payments are just beginning to take off, mobile online retail payments made through apps and mobile browsers form a much more mature market. For every dollar spent through mobile proximity payments, $19 is spent through mobile browsers and apps. Today, JAVELIN released Mobile Online Retail Payments Forecast 2015, which provides a rigorous market sizing of mobile online retail payments and also includes JAVELIN’s first forecast for mobile online retail payments through 2019.

Physical Goods are Most Common Purchases in Mobile Online Shopping

Physical goods are the most popular products purchased through mobile phones, with 51% of mobile purchasers buying such goods. This is the only product type on mobile devices to grow significantly from 2013’s purchasing levels. The increase in physical -goods over digital-goods purchases is an indication of consumers’ growing comfort with the mobile phone as a buying channel. Other popular products purchased through mobile phones include games, music, and apps.

“As buy buttons and one-click shopping experiences gain in popularity, consumers are coming to expect low-friction checkout experiences. Limiting the steps involved in checkout is critical to meet consumer expectations,” said Daniel Van Dyke, Research Specialist, JAVELIN.

Related JAVELIN Research


JAVELIN, a Greenwich Associates LLC company provides strategic insights into customer transactions, increasing sustainable profits for financial institutions, government, payments companies, merchants and other technology providers. JAVELIN’s independent insights result from a uniquely rigorous three-dimensional research process that assesses customers, providers, and the transactions ecosystem.

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Twitter: @JavelinStrategy