comScore has gazed once again into its crystal ball and the future looks bright for mobile commerce this holiday shopping season.
Although the six fewer days between Thanksgiving and Christmas this year compared to last year will likely result in a “slight decline” in the overall spending growth rate compared to a typical year, it won’t be noticeable against the backdrop of strong sales across all mCommerce and eCommerce channels.
With mobile sales factored in, we are more likely to see 14-17% year-over-year growth this season in online spending, comScore says. mCommerce is projected to reach its highest ever percentage of total digital commerce at 12-13% and approach $10 billion in spending for Q4 of 2013.
mCommerce has reached a record high percentage of total online spending in three of the last fourth quarters of the fiscal year. We expect this trend to continue into 2013, surpassing the 11.3% of total digital commerce spending achieved in Q4 of 2012.
“We have seen that in periods of concentrated consumer activity, a greater number of people are likely to engage in emerging behaviors, such as mobile commerce,” comScore estimates. “Considering the six fewer days this season, online shopping will be even more concentrated and magnify the need for mobile-supported shopping. As a result, we expect to see mCommerce grow in importance as more shoppers experiment with this behavior, while some may even make it a habitual part of their shopping experience.”
comScore expected Cyber Monday to be the heaviest online spending day in history and approach $2 billion in spending with a 20%+ year-over-year growth rate.