Notes: A growing share of US e-commerce traffic is coming from smartphones, reports Monetate in its latest quarterly study. During this past quarter, smartphones comprised 24.8% of traffic for the e-commerce sites analyzed, up from 17.9% during the year-earlier period. But the devices continue to lag in other metrics: traffic from computers (3.71%) and tablets (3.4%), for example, converts at a rate almost three times higher than smartphones (1.3%).
Similarly, add-to-cart rates and page views are almost twice as high on computers and tablets as they are on smartphones.
Separately, the study identifies three “matches made in e-commerce heaven” that should be optimized:
- Direct-to-site + desktop;
- Email + tablet; and
- Search + mobile.
About the Data: The Monetate E-Commerce Quarterly (EQ) analyzes a random sample of exclusive Monetate customer data, which includes more than seven billion global online shopping experiences, using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.