Smartphones Still for Browsing More than Buying - eMarketer

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Smartphones Still for Browsing More than Buying

PCs are losing traffic faster than order share

October 5, 2015

Retailers are well aware that mobile is critical to their business. According to Campaigner research from August 2015, launching mobile sites in preparation for increases in mobile audience is their No. 2 priority getting read for the upcoming holiday shopping season.

US Retail Ecommerce Traffic vs. Order Share, by Device, Q2 2014 & Q2 2015 (% of total)

Based on data from Demandware, mobile devices account for a significantly greater share of US retail ecommerce site traffic than as recently as a year ago. In Q2 2014, 58% of US retail ecommerce traffic on the Demandware network came from dekstop or laptop PCs. A year later, its share had dropped by 10 percentage points.

Smartphones, meanwhile, had gobbled 12 percentage points in share—including 2 points from tablets, in an overall shift to browsing ecommerce sites on smaller screens.

The small screens’ gain in share was much less, however, when it came to order. PCs dropped just 5 points, from 74% of orders in Q2 2014 to 69% a year later.

Not only do smartphones account for relatively few orders compared to traffic, average order value is also lower on smartphones than on PCs.


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