Figures for the second quarter of 2014 available today showed that mobile commerce traffic rose by 120 percent compared to the same quarter in 2013 on smartphones. Tablet traffic grew by 35 percent and desktop traffic flatlined.
Even though mobile devices now generate 16 percent of all ecommerce traffic, revenue is less than four percent. And mobile customers are more fickle with a 50 percent higher bounce rate, and a 30 percent lower “add to cart” rate.
Further, people using smartphones are 10 percent more likely to abandon a transaction.
“Mobile commercial traffic is increasing dramatically as consumers become more comfortable shopping via mobile [phones],” said Lucinda Duncalfe, CEO of Monetate. “But the low conversion rates imply that brands need to create more relevant persnalised mobile experiences to take advantage of the opportunities.”
IBM, which contributed to the survey, said companies need to rethink their mobile strategies. Jay Henderson, strategy director at IBM ExperienceOne said: “It’s a fairly complex process that involves reworking sites, using data to improve nagivation and deepen connections.”
The survey analyses a random sample of over seven billion online episodes.