By 2015, 1/3 of Consumer Brands Will Integrate Payment Into Their Mobile Apps

By 2015, 33 percent of consumer brands will integrate payment into their branded mobile apps, according to Gartner. 

That illustrates the evolution of mobile apps from a variety of information and communication purposes, consumer support or experience enhancement, to transactions. 

This the will be more pronounced for brands with retail outlets, such as those in the fashion, food and drink, grocery and entertainment sectors, Gartner says. 

Data released by IBM shows that mobile traffic to e-commerce sites in 2012represented an average of 26.5 percent of all site traffic (up from 15.8 percent in 2011) and sales from a mobile device are now at 14.1 percent of total site traffic, according to iconnect.