The technology industry has predicted that mobile will overtake desktop as the primary device for browsing the internet for a long time. It now appears the explosive growth of mobile has hit a tipping point on ecommerce sites, with recent figures suggesting that with over half of visits now coming from mobile devices.
According to the IMRG Capgemini Quarterly Benchmarking Report, 52% of traffic to ecommerce sites in Q2 came from mobile or tablet devices. This represents an incredible growth of over 2,000% over the past four years.
Mark Lewis, online director at John Lewis, commented on the figures:
“Today, over half of the traffic to johnlewis.com comes from mobile and tablet devices and we’ve also seen an increase in the conversion rate of traffic to sales. We’ve placed a significant focus on developing our mobile strategy and have more enhancements planned for our app later this year.
“Customers want to be able to shop seamlessly across all channels and mobile is now the go-to choice alongside visiting our shops.”
We analysed traffic coming to our clients’ websites to see if they correlated with IMRG’s finding, specifically looking at B2C ecommerce websites over the Q2 period. Whilst mobile device traffic has not yet hit the 50% tipping point, it does not average 45% of all visits.
The findings and general trend underlines the important of a customer’s mobile experience on your site. A positive mobile ecommerce user experience is now the minimum standard that users expect.