Mobile shopping stats

Six telling retail-related statistics (seen below) emerged from Q1 2015 research conducted at Monetate:

  • At 35.25 percent, the average bounce rate was nearly 6 percentage points higher at the end of Q1 2015 than it was at the end of Q1 2014.

  • At $122.65, the average order value was down 2.5 percent year-over-year.

  • At 2.32 percent, conversion rates are down from their Q1 2014 level of 2.51 percent.

  • At 7.39 percent, add-to-cart rates are down from their Q1 2014 level of 8.31 percent.

  • Smartphone traffic now accounts for 20 percent of all e-commerce traffic. At the end of Q1 2014, smartphone traffic accounted for just 13 percent of e-commerce traffic.

  • Mobile attention spans are getting longer. Since Q1 2014, average page views per session on smartphones have jumped from 5.16 to 7.61 in the U.S.

Save for a momentary spike during the 2014 Holiday season, some of the core metrics for e-commerce success have been steadily declining (like average order values and conversion rates). The good news is that online shopping sessions are up slightly (from 2.09 product views/session in Q1 2014 to 2.28 product views/session in Q1 2015) and so is revenue. Companies are just having a more difficult time converting their customers.


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