Tablets and Smartphones are fast becoming the devices of choice for
online shopping, with Apple’s iPad and iPhone leading the way.
Use of the traditional desktop and laptop browsers dipped from 92.33
percent in 2011 to 81.60 percent this year as use of Smartphones and
tablets more than doubled, e-commerce solutions provider Monetate
found. In the third quarter, tablets made up 8.37 percent of all
website visits, up from 3.16 percent in 2011, while Smartphones surged
to 10.03 percent from 4.51 percent.
“Total shopping sessions in one year from tablets has increased 161
percent while traffic from Smartphones has increased an equally
impressive 119 percent,” the report reads. “Understanding the users of
these devices is critical to developing relevant customer segments and
making website personalization a significant part of your business.”
Monetate, whose findings are based on samples from more than 100
retailers, also discovered the iPad accounted for 88.94 percent of all
website visits originating from tablets. Android devices were a distant
second at 6.34 percent and the Kindle Fire placed third with 4.71
percent.
When it comes to Smartphones, the iPhone was leader of the pack with
60.85 percent. Android-based phones accounted for 37.59 percent of
traffic while Windows Phone made up only 0.91 percent of all visits.
When it comes to conversion rates, tablets were almost neck-and-neck
with traditional computing, with 3.12 percent of visits actually turning
into a sale. The iPad’s conversion rate was 3.17 percent, compared to
3.19 percent for Android tablets.
Success for retail sites largely depends on how a potential customer interacts, or fails to interact, with the website’s design.
“It’s critical to ensure websites are optimized for mobile traffic,”
the report states. “Organize your products into groups or categories to
make it easier for Smartphone users to navigate a large catalog. Ensure
critical functions (e.g., navigation, site search, checkout) work as
well as they do on a desktop website, and that product photos render
properly on Smartphones.”
To download the complete report by Monetate, click here.
Post from: SiteProNews
