According to ad tech company Criteo's latest quarterly "State of Mobile Commerce" report, mobile now comprises 29% of e-commerce transactions in the U.S. and 34% globally. By the end of 2015, mobile share is forecast to reach 33% in the U.S. and 40% globally. Travel is one of the early adopter sectors in mobile e-commerce, and the third largest sector in the U.S. according to Criteo data. Mobile accounts for about 27% of all digital consumer travel transactions. In all of mobile retail commerce, smartphones have become the bigger platform, and in the U.S. they are the majority. While the conversion rates on smartphones are lower than desktop or tablet, smartphones generate more transactions due to significantly higher traffic.