Marketers Refine Mobile Presence to Improve Conversion Rates

Marketers that have been slow to optimize their presence in the mobile world should make this format a top priority. The mobilephonemulticulturalpercentage of web traffic attributable to traditional computing continues to fall. As mobile traffic increases, marketers also have to pay attention to which devices and platforms are generating the most sales for them and make sure their offers look attractive in these environment.

In just one year, tablets and smartphones nearly doubled the share of web traffic they drive. Currently, the source of web traffic looks something like this:

  • Tablets 10.58%
  • Smartphones 10.44%
  • Traditional computers 78.99%

Another significant change taking place stems from the type of tablets being used to access the web. Android tablets now account for 8.2% of traffic, a near doubling in one year. The Kindle Fire fell back from 3.58% to 2.51% and Apple’s iPad gave up market share of about 2.5%.

Marketers count on traffic and orders that come from a variety of devices and platforms. Apple has long been a leader in terms of order value and remains tops in the traditional computer market. There, the average order from a Mac device is $106.35 while it’s $97.77 for PCs. In the tablet arena, iPad orders average $99.05. Orders from Android tablets come in at about $95.48.  For smartphones, though, Android devices have edged out Apple with an order value of $107.14, compared to the $107.03 from iPhones.

To learn more about M‑commerce Shoppers, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Source: Ecommerce Quarterly. Monetate​.com. Apr. 2013. Web. 3 Jun. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.