Consumers’ m-commerce familiarity on the rise

Consumers are becoming more comfortable using their mobile devices to shop online, one expert believes.

Matt Ackley, chief marketing officer at PPC specialist Marin Software, made the claims after his firm released figures which suggest that smartphones and tablets will account for around half of all paid search clicks by the end of 2015.

The report also highlights a rise in the conversion rates of mobile paid search advertisements. According to Marin Software’s analysts, figures in the US alone increased by 57 per cent for smartphones in 2013.

With tablet conversion rates showing 67 per cent growth to reach 5.5 per cent, this is the first time the devices have overtaken desktop computers (5.3 per cent), reports.

In its report, Marin encouraged retailers to make sure their websites were ready for the shift. According to, it said: “A strong factor for conversion rates is overall user experience.

“Many websites still lack a robust mobile-optimized experience. Advertisers should ensure that all parts of their conversion path are well-optimized for mobile devices, and specifically smartphones.”

The company went on to suggest that mobile conversions aren’t always accounted for as many happen through what it calls “non-standard pathways”. This includes situations where shoppers carry out research online before making in-store visits and calls.