MOBILE COMMERCE DOUBLES IN A YEAR ( 2013)
23.2 per cent of online sales came from mobile devices in
Q2, 2013, according to figures from IMRG and Capgemini. That’s up from 11.6 per
cent in Q2, 2012 – exactly double.
That figure lags slightly behind the 34 per cent of visits
to online retailers which come from mobile, though IMRG and Capgemini note that
desktop bounce rates are on the rise, up to 26 per cent for the year so far,
compared to 21.7 per cent in 2010. “There appears to be a correlation between
the surge in mobile commerce over the past 3 years and the rise in visitor
bounce rates on e-retail websites,” said Tina Spooner, chief information
officer at IMRG. “While consumers have generally become more confident in using
their mobile devices as a shopping tool, the latest data suggests they have
also become more demanding. “Higher search volumes will inevitably result in an
increase in bounce rates as shoppers will often compare products and pricing
across several brands.
However, by offering an engaging and relevant experience for
customers across all channels retailers will ultimately achieve the end goal of
higher conversion rates and an increase in customer loyalty.” There was also a
significant rise in click-and-collect sales in Q2, reaching a record high of 16
per cent of online sales for multichannel retailers, up 33 per cent
year-on-year.
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