According to new data from comScore’s Mobile Measurements research, between April and the end of June this year (i.e., 2012 Q2), one-third of America’s 225 million internet users bought at least one shippable item online. Of these online consumers, one-quarter made 3-5 purchases, and another quarter made 6 or more. Given mobile’s now 47 percent penetration rate in this country, it’s no surprise that an increasing number of these transactions took place on a tablet or smartphone. Compared with just 2 percent in 2010 Q2, this year, comScore estimates 9 percent of all 2012 Q2 online transactions were conducted on a mobile device. And the numbers weren’t just impressive in isolated sectors; online sales in every single one of the verticals comScore measured — from books and event tickets to high-end apparel and furniture — all experienced two-digit growth. Those with the greatest revenue growth, all 15 percent or higher, are shown in the graphic below.
All of these numbers indicate, among other things, that Americans are becoming more comfortable sharing financial information online in order to secure the item — and item price — that they want. A few years ago, this was not the case, particularly among older age groups and with consumers in non-urban, less internet-savvy parts of the country. But now, overall satisfaction with online shopping is at an all-time high, according to comScore, with the two most popular reasons being, “ease of checkout” (83 percent) and “variety of brands/products” (82 percent). With online shopping’s enhanced popularity, however, comes a greater onus on retailers to better serve this growing consumer base. And not just that, but also to out-innovate and out-match (in selection, price, or both) their competitors’ approaches to ensure customer loyalty.