According to comScore, although 60% of all browsing happens on mobile devices only 15% of online purchases are made on mobile.

Think shopping versus buying. According to the University of Pennsylvania, The Wharton School’s marketing professor emeritus Stephen J. Hoch, shopping behavior mirrors gender differences throughout many aspects of life. “Women think of shopping in an inter-personal, human fashion and men treat it as more instrumental. It’s a job to get done…”

Now let’s look at mobile device purchases as it relates to Facebook. DMR shared this information on mobile marketing – with a total of 500,000 apps on Facebook in 2013 in-app purchases were just 14%.

comScore and DRM suggest the same results. The bottom line: don’t bank on your Facebook page as a major revenue driver for mobile. The vast majority of purchases will be made on non-mobile devices.

Based in Reston, Va., comScore is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere.

DMR is a clearinghouse for original and curated digital marketing tips, stats and news, and managed and edited by Craig Smith, a strategic communications professional based in Boston, Mass.

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