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Mobile shopping soars during holiday season : Comscore data
January 8, 2016 / 9:30 PM / 2 years ago

Mobile shopping soars during holiday season : Comscore data

(Reuters) - Shopping from mobile devices jumped 59 percent during the U.S. holiday shopping season, data from analytics firm Comscore Inc showed, as consumers were lured by attractive deals and shipping options.

A journalist trials a mobile shopping app REUTERS/Suzanne Plunkett

Shoppers spent a total of $12.7 billion through smartphones and tablets beating Comscore’s forecast of $11.7 billion, the company said.

“If there is an underlying takeaway from this holiday season, I think it will be remembered as the one where ‘mobile ate brick-and-mortar,” said Gian Fulgoni ComScore chairman emeritus.

U.S. shoppers are increasingly shifting their holiday shopping online, particularly on mobile devices, as they seek to avoid crowds at brick-and-mortar stores and take advantage of online-only offers.

Mobile commerce is estimated to have accounted for 18 percent of total digital commerce during the shopping season, an increase from 13 percent in 2014.

Consumers spent a total of $56.4 billion through desktop, lower than the $58.3 billion Comscore had expected.

“Fairly early on it became clear that desktop e-commerce would likely underperform our expectations while mobile commerce was poised to over perform,” Fulgoni said.

Reporting by Yashaswini Swamynathan in Bengaluru; Editing by Ankur Banerjee

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