I learned a new term today, m-commerce. Yep, commerce done on the mobile web. Each year the behavior on mobile sites and online more closely mimic each other.
It seems people are quick to adopt new methods or sources to research purchases but opt to make purchases in the manner in which they always have. They will eventually change their purchase behavior but much slower than their research behavior.
As you can see in the attached graph, people are researching and booking more and more travel on mobile devices. EMarketer projects about 20 million mobile phone users will research their trips on their phones this year, but only 9 million (44%) will actually book via their phone. Additionally, they suggest the percentage that book will increase to 51% next year which still lags the 84% of researchers who buy online.
The gap is closing making mobile an even more important consideration for marketers.
