Mobile Pushes Past Desktop for Ecommerce Site Traffic - eMarketer

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Mobile Pushes Past Desktop for Ecommerce Site Traffic

Smartphones are the mobile stars for traffic, revenue gains

June 25, 2015

Between May 2014 and May 2015, mobile devices increased their share of US ecommerce site traffic by 5 percentage points to pass desktop for the majority stake, according to data from Branding Brand, which looked at retail websites specifically designed for mobile devices. This was thanks to smartphones, which expanded their lead over tablets from 14 percentage points to a whopping 25 points.

US Website Traffic Share, by Device, May 2014 & May 2015 (% of total on the Branding Brand platform)

Mcommerce revenues remained the minority, though expansion was seen here as well over the research period. Between May 2014 and May 2015, the share of US ecommerce revenues coming from mobile rose from 23% to 27%—all thanks to smartphones, which increased their share from 9% to 13% as tablets held steady at 14%. Desktops accounted for the remaining 73% of the $366.3 million in ecommerce revenues Branding Brand reported for May 2015.

While conversion rates on mobile also trailed those on desktop, they had gained ground. Between May 2014 and May 2015, the average ecommerce conversion rate on tablets rose 7.7%, from 2.34% to 2.52%. Smartphones trailed tablets, with a conversion rate of 1.18%, but this was up a whopping 32.6% year over year, from 0.89%. Desktops saw their average conversion rate drop 3.5%, from 3.47% to 3.35%.

Results from April 2015 research by TimeTrade support the notion that mobile’s role is much smaller when it comes to completing purchases. When US internet users were asked about activities conducted via mobile device during the path to purchase, 61% said they compared prices, and 50% said they researched different products—with some of that activity likely taking place in-store. When it came time to buy, just 13% said they used mobile.


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