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Large percentage of online consumers may only use mobile devices

February 3, 2014

Offering online credit card processing pages to consumers using mobile devices, in addition to those using desktop computers, has become a priority among many different sectors of industry.

Offering online credit card processing pages to consumers using mobile devices, in addition to those using desktop computers, has become a priority among many different sectors of industry. However, a recent report suggests that the need to cater to users of mobile devices may be even greater for retailers than previously thought.

Citing data provided by comScore, internet Retailer recently reported that one out of every three visitors to the top ten e-commerce websites tracked by comScore only used smartphones or tablets to access those merchant websites. Andrew Lipsman, vice president of marketing and insights at comScore, noted that this statistic suggests that either a mobile-oriented e-commerce website, a branded application or a site design responsive to mobile users is a necessity for any retailer hoping to succeed in the coming years. 

“While we’ve had smartphones and tablets for years now, in the past year the online behavior of consumers has changed in a major way,” Lipsman told the news outlet. “Better mobile shopping experiences, improved mobile connectivity and faster wireless data speeds are factors that have driven this change. You can browse just about as efficiently on a mobile device as you can on a desktop PC, you just have a smaller screen.”

For example, Internet Retailer reported that almost 30 percent of all online shoppers using Amazon access the website’s credit card processing equipment pages using smartphones and tablets. Some tracked retailers even reported that up to 40 percent of their consumers exclusively used smartphones and tablets. This suggests that a large portion of revenue is being left on the table by any retail outlet that fails to offer mobile credit card processing capabilities to its consumers. 

“Now, the majority of time consumers spend online with digital media, and as a subset, with online retail, occurs on a mobile device,” Lipsman concluded, while speaking with Internet Retailer.

Social media websites aim to get in on e-commerce
The success of mobile devices with e-commerce companies has led some social media websites to investigate how they could make more money through transactions. The Wall Street Journal, for example, recently reported that it expects Twitter to soon launch a “Twitter Commerce” feature. The news outlet suggested that mockups posted on Fancy.com indicate that Twitter will soon allow consumers to purchase products displayed in tweets directly through the company’s website

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