While the rise of mobile is now as sure as the rising of the sun, how can marketers get the most from the on-the-go trend?

Mobile commerce, or m-commerce, is fast becoming big business, whether it's browsing, shopping or digital commerce transactions.  

Below we've put together three facts from commScore marketers should keep in mind while developing their mobile commerce strategy. 

One third of your customers are exclusively mobile

Retail is one of the most popular categories for mobile users. In June mobile visits actually outpaced their desktop counterparts (90 per cent compared to 78 per cent).

What is interesting is that one third of mobile users visit retail websites exclusively via a mobile device.

If your website isn't optimised for smartphone and tablet users, you might be missing out on conversion opportunities. 

Smartphones vs tablets

Smartphones drive more than double the m-commerce that tablets. In the first half of 2013 smartphone spending was worth US $6.7 billion – some 63 per cent of total m-commerce transactions. 

However, there are roughly double the amount of smartphones that tablets, and on a per capita basis tablet users spend more. 

Tablet owners part with US $57 per year on average, compared to US $47 for smartphone owners. 

This means websites and apps should be designed with both mobile devices in mind. 

Users shop differently depending on device

Consumers tend to adjust their browsing and spending habits depending on their device. Stats from commScore show that not all touch-points are created equal. 

Categories including Apparel and Home Furnishings are more popular on tablets then smartphones – which might be attributed to their heavy visual presence.

Movies and books are hot topics with all mobile users, while price comparison sites are more popular with desktop users. 

The takeaway – see what works on every device and adjust as you go. One size does not fit all in the world of m-commerce. 

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