Returning to the BrightEdge data, the study indicates that the software and technology industry has been most impacted by smartphones, with device traffic growing 21 times faster than desktop traffic. Not far behind, financial services (16 times greater) and real estate (15 times greater) have also seen rapid growth in smartphone traffic.
While smartphone traffic is growing quickly, conversion rates still lag desktop by a significant margin. According to the study, smartphone traffic converts at less than one-third the rate of desktop, though conversion rates are closer (0.6x) on e-commerce sites. The most recent quarterly data from Monetate suggests that conversion rates on smartphones lag comparable rates on desktops by a larger margin, however.
About the Data: The Walker Sands report is conducted by examining web analytics data across a wide range of B2B and B2C clients in multiple industries.