Two-Thirds of UK Ecommerce Traffic Is Mobile - eMarketer

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Two-Thirds of UK Ecommerce Traffic Is Mobile

Users spend more time, see more pages, on desktop, however

March 28, 2016

Mcommerce traffic in the UK made up 65% of all total ecommerce traffic in January, the highest figure for any country studied in a March 2016 SimilarWeb report. The US mcommerce traffic share was second highest, at 54% of total ecommerce traffic.

In France, Brazil and Russia, mcommerce traffic makes up a significantly smaller amount of total ecommerce traffic, at 35%, 33% and 23%, respectively. India and Germany mcommerce traffic hovers around half of the ecommerce total.

But if mcommerce traffic makes up a significant amount of total ecommerce traffic in some countries, desktop still offers more page views per visit. In the UK, for example, average page views for desktop are 13.6 while mobile views are 7.6.

In the US, meanwhile, desktop views come in at 9.1, while mobile views average 5.6. Germany leads the countries surveyed in average desktop page views on digital retail sites at 16.8; mobile views average at 8.6 per visit.

The pattern of desktop usage continues when examining time spent on digital retail sites as well. In the UK, average desktop time spent on digital retail sites is clocked at 7 minutes and 30 seconds; mobile, meanwhile, is 5 minutes and 14 seconds. In the US, desktop visits last an average of 7 minutes and 10 seconds, while a mobile visit lasts 4 minutes and 28 seconds.

Mcommerce may make up a significant share of ecommerce traffic, but users still spend more time on digital retail sites via desktop.

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