Holiday Spending Breakdown: Consumers Say Mo-Mo-Mobile
With the holiday season wrapping up, RichRelevance has released its Holiday Shopping Study, which analyzed the online shopping behaviors of consumers in the U.S. The study is based on more than 3.4 billion online shopping sessions, which took place this year between April 1 and Dec. 18.
The study found that more consumers are adopting the mobile web as a way to shop and research before making a purchase. Since April, retail spending on mobile devices has grown from 1.87 percent to 3.74 percent. Mobile website traffic is also up. In April, 9 percent of consumers browsed a retailer's mobile site. That figure has doubled, with 18 percent of consumers in the U.S. using a mobile device to browse "digital aisles."
What mobile device is most popular for online shopping? The study found that 92 percent of sales come via the iPad, up from 88 percent in April.
“The numbers across our retailing partners’ sites demonstrate just how powerful the iOS platform is enabling mobile web shopping and, while still below 5 percent in total conversion, mobile traffic’s doubling in eight months is a trend we only see accelerating,” said David Selinger, CEO of RichRelevance. “In order to succeed in this dynamic market, retailers and brands must ensure they're addressing relevance throughout the channels where people are shopping, ensuring a seamless experience across the interplay of device, context and consumer behavior."