How Much Time Do Shoppers Spend on Retail Sites? - eMarketer
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How Much Time Do Shoppers Spend on Retail Sites?

More time is spent on the site when shoppers access it via a desktop or laptop

June 28, 2016 | Retail & Ecommerce

Shoppers spent slightly more time visiting a retail site via their desktop or laptop device in Q1 of this year compared to a year prior, according to research. However, they spent less time on a retailer’s ecommerce site when they accessed it from their mobile phone.

Average Retail Ecommerce Site Visit Duration in Select Countries, by Device, Q1 2015 & Q1 2016 (minutes)

Data is from Demandware , a cloud-based ecommerce software technology company, and represents activity on its network from more than 400 million shoppers interacting with retail ecommerce sites sites. Overall, the average retail ecommerce site visit duration worldwide increased from 8.8 minutes in Q1 2015 to 9.4 minutes in Q1 2016 when shoppers were accessing it via their desktop or laptop devices. And in the select countries analyzed, site visit durations increased across the board. For example, in Q1 2015, the average retail ecommerce site visit duration in Canada was 8.2 minutes. In Q1 2016, it was 10 minutes.

Similarly, in France, shoppers who accessed a retail ecommerce site from their desktop or laptop spent an average of 7.9 minutes there in Q1 2015. That increased to 8.7 minutes a year later.

Shoppers who accessed a retail ecommerce site via their tablet also spent slightly more time there than they did a year ago. Indeed, last year, shoppers spent an average of 9.5 minutes on an ecommerce site, and that increased to 9.9 minutes this year.

Those who accessed a retail site from their mobile phones, however, spent less time on an ecommerce site in Q1 2016 than they did in Q1 2015. And, that was consistent across the different select countries. Worldwide, in Q1 2015, shoppers spent an average of 8.2 minutes on an ecommerce site when they accessed it via their mobile device. That decreased to 7.5 minutes a year later.

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