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Smartphone and App Trends Impact Retail Sales

By George Case
Faculty Member, Retail Management at American Public University

How we access the Internet is changing, with an increasing number of us using a mobile device instead of a computer. In the fourth quarter of 2012, 18 percent of website traffic was driven by mobile devices. Just one year later, the number increased to 27 percent. Mobile devices and the rise of apps have created the new reality: consumers carry with them multiple stores at all times, 24 hours a day, 365 days a year.