ComScore chairman, Gian Fulgoni, reports that “… one out of every ten consumer e-commerce dollars is now spent using either a smartphone or a tablet… growth in this segment of the market is outpacing that of traditional e-commerce by a factor of 2x… which itself is growing at rates in the mid-teens,,, “

Measuring M-Commerce with new functionality providing greater detail at the platform level (i.e. smartphones vs. tablets), Fulgoni suggests that m-commerce spending has reached enough of a critical mass that key stakeholders must begin to address this new market dynamic today or risk losing competitive advantage.

M-Commerce spending reached $4.7 billion in Q2 2013 with a growth rate of 24% vs. year ago. For the first half of the year m-commerce spending accounted for $10.6 billion, representing 10% of total digital commerce during that time. With the expected seasonal surge in Q4 spending, m-commerce could surpass $25 billion for the full year.

M-Commerce Spending History
Quarter Spending ($ Billions)
Q2 2010

$0.6

Q3 2010

$0.8

Q4 2010

$1.6

Q1 2011

$2.4

Q2 2011

$2.6

Q3 2011

$3.5

Q4 2011

$4.9

Q1 2012

$4.5

Q2 2012

$3.8

Q3 2012

$4.6

Q4 2012

$7.2

Q1 2013

$5.9

Q2 2013

$4.7

Source: comScore, August 2013

M-Commerce spending for the first half of 2013 indicates that smartphones drove a considerably higher share (6.0%) of total digital commerce than tablets (3.5%), says the report. While smartphone users outnumber tablet users by a factor greater than 2, the average spending per device owner is actually 20% higher on tablets. This is likely a function of the platform’s higher income demographics and its greater similarity to the desktop experience due to its larger screen size, suggests the report.

The top-ranked product categories in total m-commerce sales for the first half of 2013 were Apparel & Accessories, Computer Hardware, and Event Tickets, while Video Games, Consoles & Accessories showed the highest percentage of digital commerce spending occurring via m-commerce (23.7%).

Share of Total Digital Commerce Spending by Platform (Selected Leading Product Categories Q1-Q2 2013)
 Digital Commerce Share of Total Digital Commerce by Platform
 Desktop  Smartphone  Tablet
Total Digital Commerce

90.4%

6.0%

3.5%

Apparel & Accessories

90.3%

6.2%

3.5%

Computer Hardware

94.5%

3.3%

2.1%

Consumer Packaged Goods

95.6%

3.0%

1.3%

Consumer Electronics

94.4%

2.6%

2.9%

Event Tickets

84.6%

10.9%

4.5%

Source: comScore, August 2013

For more information about comScore M-Commerce Measurement Data, please visit here.