By Mike Lewis and Jesse Stein
As the average consumer’s use of a Smartphone becomes increasingly sophisticated, many businesses are realizing the enormous potential of mobile commerce, or m-commerce. By creating mobile sites and brand specific apps, retailers stand to gain substantial product awareness, new customers, and additional revenue streams. Mark Beccue at ABI Research, a market intelligence company specializing in global connectivity, notes, “In the United States, mobile online shopping rose from $396 million in 2008 to $1.2 billion in 2009. While definitions of “mass market adoption” vary, a 203% increase in one year indicates significant consumer interest.”
This can prove especially valuable to Action Sports companies, considering that most of the mobile marketplace in the United States is comprised of users age 18-34. According to Mark Grondin, SVP of Marketing at Shopatron, “Brands with younger customer groups, like Spy Optic for example, are getting as much as 5%-9% of their traffic from mobile devices. Of those mobile visitors, about 2% are currently purchasing, but that number is also steadily increasing.”
Concordantly, Japan is trumping the United States’ m-commerce figures, having generated over $10 billion in revenue in 2009. While this may not be optimal for all corporations, the demographic of mobile spenders seems to be uniquely gratifying to action sports. While mobile commerce’s growth has been somewhat slow here at home compared to other markets such as Japan, perhaps due to the waning recession, market analyst Juniper Research forecasts skyrocketing growth of m-commerce by 2014, reaching numbers in the vicinity of $630 billion.
To read the full report, grab a copy of the January issue of Transworld Business.