Mobile Could Overtake Desktop in Traffic for the First Time This Holiday Shopping Season
SAN FRANCISCO, CA–(Marketwired – Nov 26, 2014) – Skava, the leading provider of mobile commerce solutions to some of the biggest retailers in the USA, today announced the results of its Mobile Commerce Trends Report, which analyzed billions of user sessions to leading US retailers’ desktop and mobile websites and apps between October 2013 and October 2014. The report highlights the growth of mobile in retail, showing a 112% increase in mobile traffic to retailer websites in the past year while desktop traffic dropped 4%. View the infographic below for the full report.
According to Internet Retailer, Skava is the Leading Mobile Commerce Vendor by combined client online and mobile revenue ($25B) for the last 3 years. The report compares traffic and revenue travelling through leading US retailer’s mobile and desktop websites, as well as mobile apps.
Mobile web accounts for 85% of total traffic for retailers, dominating mobile apps’ 15% share. Revenue numbers reflected this pattern, with 90% generated from online purchases made via mobile web and 10% made through apps.
Despite strong iPhone 6 sales, Apple dropped from its position of generating 67% of the entire mobile revenue for retailers in Q1 to 62% in Q3, with Android increasing 5% in the same period. During that time, the Apple operating system (iOS) also dropped 2% from Q1 – Q3 (63% – 61%) to Android OS (36% – 38%), with all other operating systems combined accounting for less than 1%.
“Black Friday always sets a benchmark for the year, and this holiday shopping season we could see more traffic coming from mobile devices than desktops for the first time,” said Arish Ali, Skava CEO and Co-founder. “This shift presents both an opportunity and challenge to retailers, as mobile converts to a sale at a fraction of desktop. The majority of existing retailers’ mobile websites are ‘hacked’ versions of their desktop site into mobile, with retailers only investing a tiny fraction into their m-commerce platform compared to e-commerce. As mobile sessions continue to increase in 2015, we anticipate that will change.”
The report also provides insights into how leading brands and their devices performed in creating traffic and yielding revenue:
- Apple remains the dominant leader in terms of traffic, although it dropped by 2% between Q1 and Q3, heading into Q4 with 61% market share compared to Android’s 38%.
- These numbers were mirrored by device traffic, with Apple averaging 63.5% between Q1 and Q3 and Samsung slowly catching up, with 23% traffic in Q1 and 26% in Q3.
- The Amazon Fire phone failed to gain significant traction and accounts for less than 1% of traffic.