A report from Equation Research found that shopping from smartphones and tablets is more popular, providing even greater impetus for marketers to target users.

A study conducted by Equation Research found that mobile commerce is becoming increasingly popular. According to the report, 14 percent of shopping on the web takes place on a smartphone browser, while 9 percent stems from tablet browsers.

Mobile marketing will likely see a similar shift as businesses integrate web marketing campaigns, namely content marketing, with their mobile website. Mobile SEO, for example, requires slightly different techniques as the algorithms are tailored to the user’s location.

Eighty-seven percent of consumers said they regularly shop from their desktop or laptop computers, and mobile shopping options have blossomed as internet-connected handsets become more prevalent. In addition to the 23 percent of users shopping from a mobile device’s browser, 4 percent said they use tablet apps from their favorite retailers and another 4 percent said the same for smartphone apps.

Mobile browsers’ dominance as a stepping stone to on-the-go online purchases will likely continue, with a separate report from AisleBuyer showing that just 19 percent of American retailers, mostly national chains, have commerce-enabled apps.

Marketers should frequently update their sites with fresh content to appeal to users as they tend to shop mutliple times in a given month. According to Equation, 21 percent of tablet owners polled shop more than once per week, and 20 percent said they do so at least once per week.

Targeting tablet users has become a more vital aspect of marketing for businesses of all kinds as the percentage of American adults using the handsets grows. Brafton recently reported that 19 percent of U.S. consumers now own tablets, compared to 10 percent, before the holiday shopping season. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.