Online back-to-school shopping increases 12%
04.09.2015 266 views
Desktop continues to drive the bus when it comes to online back-to-school shopping, but mobile is catching up.
Online back-to-school sales in August increased 11.9% overall compared with the same period a year ago, but mobile sales jumped 42%, accounting for a quarter of all such online sales, according to IBM’s just-released Digital Analytics Benchmark report. The study is based on traffic and sales across approximately 3,000 websites during the month of August.
For the first time however, mobile has nearly caught up with desktop when it comes to traffic share. Desktop traffic accounted for 50.3% of overall traffic, while mobile made up 49.4%, a sharp contrast from last year when the breakdown was 58.2% on desktop to 41.5% on mobile.
Smartphones accounted for nearly three times the traffic of tablets (36.9% versus 12.5%), but the average order value placed on mobile phones lagged tablets and desktop. IBM found that shoppers spent an average of $105.54 per order on their smartphones compared with $134.25 on desktop and $116.97 on tablets. Purchases made on smartphones barely edged out those made on tablets, 12.8% to 12.5%, marking the first time smartphones have outperformed tablets.
IBM writes in its report that this shift in browsing habits shows that retailers need to provide a consistent online shopping experience across the board.
“With consumers counting equally on both channels to research purchases, retailers must be prepared to deliver relevancy to both channels, at any given point in time,” IBM writes.
By operating system, mobile devices running Apple Inc.’s iOS system generated significantly more sales and traffic than those running Google Inc.’s Android software. Shoppers on iOS devices accounted for 19.1% of overall online revenue, spending an average of $116.49, while Android users accounted for 6.1% of online traffic, with an average order value of $96.11.
By retail segment, department stores had the highest ratio of mobile purchases of the three categories —department stores, home goods and apparel—studied by IBM. Mobile sales exceeded 30% of overall sales at department stores while reaching 25.3% of sales at apparel merchants and 22.5% at home goods stores.
Source: Internet Retailer
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