Mobile browsing activity has increased by 60% last month, while desktop conversion rates sank by 3% according to a new report.
The E-commerce Dashboard Report by Retail Excellence and StudioForty9 reveals that bounce rates for tablets increased by 14% year-on-year last December.
The average amount of products ordered across all devices fell by 16% compared to 2016, which the surveyors attribute to sales during Cyber Monday.
The numbers of the report show that mobile is gaining importance for online shoppers and that retailers still have some catching up to do with regards to embracing omnichannel shopping and making their websites more mobile-friendly.
The pharmacy sector did the best when it came to converting online browsers into consumers, with a desktop conversion rate of over 3% and almost 2% across mobile devices. This sector has shown continued growth online over the past year, according to the surveyors.
However, the sector also had high bounce rates across mobile devices at 51%, meaning that users didn’t stay on the website for long periods of time.
The clothing sector had the highest average amount of pages per session across tablet devices at 9.62.
Meanwhile, the garden sector recorded the highest average quantity ordered across all three device categories with 1.68.
“With continued growth across mobile devices this will play a crucial role in the development of 2018 digital marketing strategies by retailers across various sectors,”said David Campbell, e-commerce manager at Retail Excellence.
“Retailers need to embrace omnichannel opportunities in order to reach out to consumers both within Ireland and further afield. With over €600 billion expected to be spent by European consumers online in 2018 it is clear that retail is now a huge global opportunity for retail entrepreneurs.”
© 2018 - Checkout Magazine by Kevin Duggan