THE E-COMMERCE REPORT: Spending Habits, Cross-Device Trends, And The Mobile Web's Importance

Here are some of the key findings from the report:

• 58% of mobile retail dollars going to the top 500 mobile retailers will come from the mobile web this year, with in-app purchases accounting for the rest, according to Internet Retailer.
• The mobile web is also how many consumers prefer to shop on a mobile device. 51% of shoppers were more interested in shopping on the mobile web over apps on their smartphones in 2013, according to Adobe data.
• The mobile browser, which is often a gateway to retailer sites, is an important first stop for shoppers using their smartphones in a store. 82% of smartphone shoppers say they use a mobile browser's search function to research products when they're in a store, according to a 2013 study conducted by Google. Another 62% say they go directly to a retailer's mobile website, while only 21% use a retailer's mobile app in a store.
• Yet, despite the mobile web's importance to shoppers, retailers under-utilize their resources for selling through this popular shopping channel. Only 60% of the top 100 global retailers have a dedicated mobile website. In fact, 32% are still showing mobile users a desktop-optimized version of their website on mobile devices. And only nine of the top 100 retailers have a responsively designed site, the format recommended by Google.

• Looks at how shoppers use the mobile web during different stages leading up to a purchase
• Identifies what leads consumers to use a mobile shopping app versus a mobile site, and vice versa
• Examines how retailers should leverage both the mobile web and apps
• Benchmarks the performance of top mobile retailers and their competitors
• Notes the wide variation in how retailers' audiences are breaking down between the brower and the app