Forrester released a new forecast on the ways that mobile commerce is influencing offline sales, featuring data through 2021. While sales via mobile phones only represent a small portion of retail sales, consumers depend on mobile phones to research products more than they do to make purchases, according to the new research.
“Mobile phone sales (excluding tablets) topped $60 billion in 2016, but that’s nothing compared to the $1.05 trillion in offline sales that mobile phones influenced,” writes Julie Ask in a new report summarizing the findings.
Mobile sales will continue to be affected by technology — which will drive mobile spend — and consumer habits, which will slow spend and adoption. For example, smartphone screens will get bigger, browser and app performances will improve, and retailers will tailor mobile experiences for customers in need. On the other hand, consumers will stick with old habits, including relying on poor mobile websites versus apps, as retailers are not yet delivering value that will lead to customers giving up the contextual information.
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