In Q1 2014, the value of mobile ecommerce sales reached USD 12.2 billion.
According to the report in question, direct traffic was the primary driver for purchases via the mobile channel, (32.9%), while email marketing drove 26.7% as compared to 20.9% on desktop and 23.1% on tablet, respectively.
Moreover, organic search reached 16%, whereas social media accounted for less than 1% of mobile orders with 0.6% via mobile phones and 0.2% via tablets, respectively.
37% of online store visits were made via mobile devices by the end of Q1 2014, up from 3.4% at the beginning of 2010. In the same interval, desktops recorded an average ecommerce conversion rate of 4.3% compared to 2.8% for tablets and 1.4% for mobile phones from January 2013 to March 2014. Noteworthy, online consumers prefer to make their first purchase on a desktop, only moving to a mobile device for repeat purchases after establishing trust with the retailer.
However, 12% of consumers used multiple devices to shop in Q1 2014, although the number has tripled since 2012.
Custora research was conducted on over 70 consumers and 100 internet retailers.
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