U.S. Largest Market for Digital Purchases across Devices, Spending USD $653.7 Billion in 2015

research company
, Euromonitor International, released today new data
examining how technological advances affect the path to purchase and
consumer experiences across markets. The new research, Digital Consumer,
studies the intersection of commerce and technology, capturing digital
purchase behaviour across payer locations, device types and industry

While consumers globally are shifting spend from in-person and personal
computer transactions to mobile devices, Chinese consumers were the
first to favor mobile digital purchases, which surpassed personal
computer purchases in 2015. The U.S. was the largest market for digital
purchases across all device types in 2015, spending USD $653.7 billion,
accounting for 43 percent of total digital purchases. UK consumers spent
the most digitally in 2015 with more than USD $4,000 per capita, and are
projected to continue outpacing developed market counterparts over the
forecast period.

“The proliferation of smartphones and the rise of the mobile Internet
has enabled commerce to take place anywhere and a shift toward spend on
mobile devices,” Michelle Evans, Digital Consumer Manager, says. “This
shift can be attributed to increased penetration of smartphones and the
addition of more user-friendly apps that further cement the convenience
of on-the-go consumption.”

According to the latest Euromonitor data, more than half of global
households in 2016 are expected to gain access to a smartphone. More
consumers are seeking online connectivity via smartphones with 44.7
percent of mobile phone subscriptions having Internet access in 2016.
Overall, the number of Internet users has doubled since 2009 with a
forecasted reach of 3.8 billion globally by 2020.

“Mobile is how companies will connect with consumers of tomorrow and how
consumers of tomorrow will research their purchase decisions,” Evans

Available on Euromonitor’s Passport: Digital Consumer database, the new
data analyses how connectivity and commerce create generational shifts
in the way consumers browse and buy products.

To learn more about Euromonitor Digital Consumer research, visit: http://blog.euromonitor.com/2016/03/introducing-the-digital-consumer.html

About Euromonitor International

is the world’s leading provider for global business
intelligence and strategic market analysis. We have more than 40 years
of experience publishing international market reports, business
reference books and online databases on consumer markets.


Euromonitor International
Marissa Bosler
(312) 922-1115 ext. 8908