Mobile eCommerce: Email and Direct Traffic Drive Most Sales

TMO Group TMO Group

Customers responding to email marketing and shoppers navigating directly to online stores (including app traffic) accounted for the highest share of purchases on phones in the first quarter of 2014, according to a recent report from Custora.

Email marketing generated 26.7% of retail purchases made on phones in 1Q14, compared with only 20.9% of sales on desktops and 23.1% on tablets.

Direct traffic also drove a larger share of purchases on mobile phones compared with desktop, with one-third (32.9%) of sales coming from shoppers who went straight to online stores/apps.

On tablets, paid search was the leading marketing channel in 1Q14, driving 24.8% of sales.

marketing channel

Below, additional key findings from the report, which was based on US eCommerce data from over 100 retailers, 70 million consumers, and $10B in transaction revenue.

eCommerce by Device

In the past four years, the percentage of traffic to e-commerce sites from mobile devices (phones and tablets) jumped from 3.4% to 36.9%.

ecommerce website visit device

Conversion Rate

The average conversion rate and average order value on eCommerce website was markedly lower on mobile phones than on desktop computers. Both were also lower on tablets than on desktop computers, but the difference was significantly less.

ecommerce conversion rate

Time Spent

Consumers spent the most time on eCommerce sites when accessing via desktop computers (3:39 minutes on average); tablet users spent a little less time on site on average (3:16); and consumers using their phones spent the least amount of time on site (2:13).

ecommerce average time on site

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