移動購物前路漫漫

????一位煩躁的上班族在坐巴士回家的途中用自己的智能手機在最后一刻給孩子購買節日禮物。一位辦公室員工在中午外出用餐時用手機瀏覽時尚網站，購買最新款的UGG雪地靴。在線零售公司的高管們在兜售移動商務及其潛力時往往會描述上述情景——人們在移動中購物。但這與現實仍然存在巨大的差距。

????大多數移動購物都在平板電腦上完成，而不是智能手機。此外，所謂移動購物的說法并不準確。消費者確實會通過移動設備瀏覽商品。但有分析師表示，大多數購物行為都是在客廳沙發上完成的，而不是在公園的長椅上、地鐵或孩子足球賽的場邊?？萍甲稍児靖ダ姿固兀‵orrester）的分析師蘇查麗塔?穆普魯稱：“實際上，智能手機很難用于完成交易，平板電腦就容易得多，這一點毫無疑問?！?/p>

????弗雷斯特對55家在線零售網站的調查顯示，去年，美國在線零售額中3.2%來自平板電腦，而來自智能手機的交易不足一半，僅有1.5%?？傮w而言，造成這種差距的原因是：智能手機屏幕過小，瀏覽商品和輸入信用卡信息對消費者來說是痛苦的體驗。

????當然，與整個電子商務市場相比，移動購物還不值一提。但它目前正在快速增長，未來，移動購物在在線零售中所占份額必將進一步加大?；ヂ摼W調研公司康姆斯科（comScore）的調查顯示，在截至今年九月份的一個季度，移動購物占電子商務的10%。此外，IBM稱，在個別情況下，如感恩節過后的“瘋狂購物日”黑色星期五，通過移動設備購物產生的銷售額占總銷售額的16%。

????eBay等公司認為，移動購物對它的未來至關重要。eBay首席執行官約翰?唐納荷預測，今年，使用移動設備的消費者在eBay的消費額將達到100億美元，比2011翻了一番。

????A harried commuter riding home on the bus uses his smartphone to buy last-minute holiday toys for his kids. An office worker sitting outside during lunch browses fashion sites on her phone and buys the latest Ugg boots before returning to her desk. Online retailing executives describe scenes like these -- people shopping on the go -- when touting mobile commerce and its potential. The reality is far different, however.

????Mobile shopping is largely done on tablets, and not smartphones. Moreover, the term mobile shopping is somewhat of a misnomer. Yes, people use mobile devices to window shop. But much of the buying is done at home from the living room sofa, and not from a park bench, subway or the sidelines of a children's soccer game, according to analysts. "The smartphone is actually a terrible device to complete a transaction on," says Sucharita Mulpuru, an analyst for Forrester (FORR), the technology consulting company. "There's no question that the tablet is easier."

????Last year, tablets accounted for 3.2% of all U.S. online retail sales, more than double the 1.5% share for smartphones, according to a survey of 55 online retailers by Forrester. The reasons for the gap boil down to this: Smartphone screens are so tiny that browsing products online and entering credit card information is a pain.

????Of course, compared to overall e-commerce, mobile shopping is miniscule. But it is growing quickly and is expected to account for a far greater share of online retailing in the coming years. Mobile shopping represented 10% of e-commerce in the quarter ending in September, according to comScore (SCOR). On certain days, like Black Friday, the shopping-crazy day following Thanksgiving, mobile devices accounted for 16% of all sales, IBM (IBM) said.

????Companies like eBay (EBAY) consider mobile shopping to be critical to their futures. John Donahoe, eBay's chief executive, predicts that shoppers using mobile devices will spend $10 billion on his site this year, double the amount in 2011.