Report: Mobile Steadily Stealing Retail Traffic From Desktop

11/26/2014
Mobile commerce technology provider Skava revealed the results of its Mobile Commerce Trends Report, which analyzed billions of user sessions to leading U.S. retailers' desktop and mobile websites and apps between October 2013 and October 2014. The report highlights the growth of mobile in retail, showing a 112 percent increase in mobile traffic to retailer websites in the past year while desktop traffic dropped 4 percent. See an infographic of the full report here

The report compares traffic and revenue travelling through U.S. retailers' mobile and desktop websites, as well as mobile apps.

Mobile web accounts for 85 percent of total traffic for retailers, dominating mobile apps' 15 percent share. Revenue numbers reflected this pattern, with 90 percent generated from online purchases made via mobile web and 10 percent made through apps.

Despite strong iPhone 6 sales, Apple dropped from its position of generating 67 percent of the entire mobile revenue for retailers in Q1 to 62 percent in Q3, with Android increasing 5 percent in the same period. During that time, the Apple operating system (iOS) also dropped 2 percent from Q1 ­ Q3 (63 percent - 61 percent) to Android OS (36 percent - 38 percent), with all other operating systems combined accounting for less than 1 percent.

"Black Friday always sets a benchmark for the year, and this holiday shopping season we could see more traffic coming from mobile devices than desktops for the first time," said Arish Ali, Skava CEO and co-founder. "This shift presents both an opportunity and challenge to retailers, as mobile converts to a sale at a fraction of desktop. The majority of existing retailers' mobile websites are 'hacked' versions of their desktop site into mobile, with retailers only investing a tiny fraction into their m-commerce platform compared to e-commerce. As mobile sessions continue to increase in 2015, we anticipate that will change."

The report also provides insights into how leading brands and their devices performed in creating traffic and yielding revenue:
  • Apple remains the dominant leader in terms of traffic, although it dropped by 2 percent between Q1 and Q3, heading into Q4 with 61 percent market share compared to Android's 38 percent.
  • These numbers were mirrored by device traffic, with Apple averaging 63.5 percent between Q1 and Q3 and Samsung slowly catching up, with 23 percent traffic in Q1 and 26 percent in Q3.
  • The Amazon Fire phone failed to gain significant traction and accounts for less than 1 percent of traffic. 
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