Mobile devices have become a staple in the modern American consumer’s shopping habits. Now, a new report is highlighting a first: the majority of consumers that visit retail websites are doing so on smartphones and tablets.

According to Branding Brand’s Mobile Commerce Index Report in August 2014, mobile devices generated 51% of all online retail visits, with the majority occurring on Apple devices. Apple is especially dominant in the tablet arena, where 81% of all visits occurred on iOS devices, while 61% of all smartphone visits occurred on an iOS. The report also highlights the incredible growth of mobile as well. In 2010, 96% of all online retail visits occurred on laptops or traditional desktop computers, with only 4% mobile.

Just this past month, a number of retailers have announced new developments in the mobile arena for their operations and promotional activity:

  • Roy Rogers selected Punchh to create a cloud-based mobile loyalty app and CRM platform that is scheduled to debut this fall at its 22 company-owned locations.
  • Express Inc. is using Iris Mobile’s Rich Media Messaging technology to drive its seasonal ‘Back-to-Business’ sweepstakes with GQ Magazine.
  • Twitter is testing mobile commerce with a ‘Buy’ button.  According to the company’s blog, a small percentage of U.S. users will see a ‘Buy’ button on tweets from Twitter’s test partners, allowing them to buy products directly from that particular tweet.
  • Macy’s began offering a digital wallet application, available via mobile Web browser or on the Macy’s mobile app. It allows consumers to access previously stored credit cards from their account.

The exponentially fast-growing use of mobile devices in the retail landscape presents many opportunities for aggressive retailers.  The trend represents a widespread fundamental change in consumer behavior; however, its fast-paced nature will force retailers to adapt just as quick and implement offerings effectively.