A study has shown that using smartphones to go online and shop is becoming increasingly popular.One of the points made last year for Black Friday, and in general, was that people will often browse on their mobile but are more likely to make purchases on a desktop or laptop computer.
But according to developers Moovweb, this is changing. Not only do more people use their phones to browse, but more people are buying on their smartphones, too.
Ecommerce report source material
Moovweb carried out their research in the five days from Thanksgiving to Cyber Monday in the US. Data was taken from 13.5million shopping visits, although the websites themselves used for were not given.
We're not just browsing with any more:
The general consensus is that a lot of shoppers will browse on their mobile and buy on a desktop or laptop. According to Moovweb, the amount of smartphone traffic increased by 45% compared to last year, and one in three of their tracked transactions was taken via a mobile device (either smartphone or tablet).
While that is significant, there is something even more significant for those considering investment in mobile shops and app development – the extra traffic wasn't just browsing.
The study showed that smartphone revenue rose by a staggering 81%. So while traffic nearly doubled, revenue taken outweighed this increased when compared to last year.
That means browsers are converting to buyers, and consumers are much happier to buy on their smartphones.
Average order value increase:
Moovweb's findings were that the AOV (average order value) of smartphone purchases did have a small boost of 2%. If shoppers are going to buy on their desktop, this will often be for the higher priced items. This increase could show that this norm is shifting too.