Emergence Impacts of Mobile Commerce: An Exploratory Study

Abstract

Mobile commerce, known as mcommerce, has emerged as an important sector in retail businesses, as US smartphones have penetrated near 80% of the population in 2017. The average adult daily usage of smart phone outpaced personal computers for the first time, and the users do more commerce on their smartphones than on their personal computers. As predicted by eMarketer US mcommerce will be a half of the total ecommerce by 2020. As a result, marketers have spent advertisement on smartphones. The marketers realize that they can better target smartphone users through programmatic advertising, particularly when they find the phone users are interested in particular products they browse. This research, through an empirical survey, focuses on the effectiveness of mobile marketing. The research results confirm this marketing trend, and provide some useful insights for marketers in their future marketing endeavors.