Ecommerce Site Traffic from Smartphones Up Worldwide - eMarketer

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Ecommerce Site Traffic from Smartphones Up Worldwide

Conversions remain tiny

October 26, 2015

Smartphones are continuing to make up an increasingly important ecommerce access device around the world, according to data from multichannel retail solutions provider Monetate.

Ecommerce Site Traffic Share in Great Britain, the US and Worldwide, by Device, Q2 2014-Q2 2015 (% of total on Monetate's network)

In the US smartphones accounted for 22.9% of ecommerce site traffic on Monetate’s network in Q2 2015, up from 16.6% a year earlier. It also represented a quarterly gain of 2 percentage points in share.

Annual gains were even larger in Great Britain, where 30.5% of ecommerce site traffic came from smartphones in Q2 2015. That was up 12.2 percentage points since the prior year, though ti was down slightly since Q1 2015.

The worldwide share of smartphone traffic followed a pattern similar to that in the US.

Smartphones are not, however, as successful when it comes to closing the deal. The devices had just a 1.5% conversion rate in Great Britain, 1.2% in the US and 1.2% worldwide.

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