According to data from comScore, 13 percent of U.S. Internet users that visited retailers online did so only using mobile devices, including both mobile web and mobile apps. Meanwhile nine out of the ten largest online retailers in North America are seeing at least one-third of their digital traffic in the mobile channel, and at least 50 percent of digital traffic is from smartphones or tablets for five of the top ten. With the increase in mobile-only Internet users and total mobile traffic across all Internet users, it is as important as ever for organizations to leverage mobile optimized sites and/or mobile apps as sales conversion tools.
While mobile traffic is continuing to grow there is still a significant disparity between conversion rates in traditional eCommerce and the mobile channels. Multiple studies show that tablets tend to have conversion rates closer to that of computer-based eCommerce, but smartphones lag far behind. For example, data from Monetate’s Q4 2014 eCommerce Quarterly estimates the global conversion rate for traditional, desktop- or laptop-based, eCommerce is 3.41 percent compared to 2.86 percent on tablets and 0.92 percent on smartphones.