Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Mobile Devices: 30 Percent Of Traffic, 15 Percent Of Sales

Mobile Devices: 30 Percent Of Traffic, 15 Percent Of Sales

A new “year in review” report from e-commerce platform ShopVisible offers some interesting insights and confirms consumer behavior patterns seen in earlier data. In particular, mobile devices are generating an increasing amount of traffic to e-commerce sites; however, the online sales they deliver are half that volume. Overall, mobile devices were responsible for 30 percent of […]

Greg Sterling on February 28, 2014 at 10:39 am

A new “year in review” report from e-commerce platform ShopVisible offers some interesting insights and confirms consumer behavior patterns seen in earlier data. In particular, mobile devices are generating an increasing amount of traffic to e-commerce sites; however, the online sales they deliver are half that volume.

Overall, mobile devices were responsible for 30 percent of traffic but only 15 percent of online orders in 2013. And, if you consider tablets to be more like PCs than smartphones (as Google does), then “mobile” orders were only 4 percent of the total.

ShopVisible data

StatCounter data for the US market are in agreement with ShopVisible. The chart below shows that “mobile” (non-PC) traffic now represents about 30 percent of the total.

Statcounter mobile traffic

Source: StatCounter

As suggested by the data above, conversion rates for smartphones are much lower than PCs, though mobile ad CTRs and other engagement metrics are often considerably higher. This is well established in multiple studies and data sets. Rarely are the reasons explored or discussed thoroughly in these types of reports.

One major reason that online smartphone purchases are much lower than their traffic is the cumbersome nature of the mobile checkout experience (sites like Amazon are an exception). However, that should improve over time.

ShopVisible data

In addition, most people shopping on smartphones are either “on the go” (and will buy in stores offline) or they’re “higher up in the funnel” conducting research that may not lead immediately to a purchase. Accordingly, mobile devices are both a great brand/awareness medium and a powerful direct-response medium — though mostly for offline sales.

The ShopVisible report also shows the degree to which Q4 and holiday sales are make-or-break for most e-tailers. According to the company’s data, 54 percent of 2013 conversions/sales took place in Q4. The other three quarters saw roughly equal sales volume although Q2 was slightly higher than the first and third quarters.

The good news for online merchants is that conversions tend to go way up in Q4 and December, in particular.

Seasonal e-commerce conversions


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    What are your secrets to overcoming marketing challenges? Take our survey

    IAS introduces new Control Panel for contextual targeting

    Metaverse marketers favor virtual reality over NFTs

    Casted adds firmographic data to its B2B video and podcast platform

    Ruthless prioritization: The key to marketing momentum

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.