Report: Mobile E-Commerce Traffic Surges Past Desktop
June 29, 2015
While mobile payments at the POS continue to feel their way forward, the use of mobile devices in e-commerce in the U.S. has achieved a significant milestone. During the 12 months between May 2014 and May 2015, the share of e-commerce traffic on smartphones and tablets surpassed desktops for the first time. Due mainly to a surge in smartphone traffic, mobile devices accounted for 53 percent of e-commerce site traffic vs. 48 percent coming from desktops, according to new data from Branding Brand.
Revenue, however, has not kept pace. Desktops still account for 73 percent of all e-commerce revenue. Smartphones contributed 13 percent of e-commerce revenue (up from 9 percent last year) while tablets held steady at 14 percent.
Conversion was a different story. While still trailing desktops, conversion rates on smartphones rose from 0.89 percent to 1.18 percent, an increase of nearly 33 percent. Conversion on tablets rose nearly 8 percent from 2.34 percent to 2.52 percent. Conversion on desktops, however, fell to 3.35 percent from 3.47 percent, a drop of 3.5 percent.