Some 10% of all traffic to ecommerce websites now comes from mobile, a new study by Screen Pages has found. But the study found that while users of mobile devices were increasingly likely to browse standard online shops, they were only half as likely to engage with the site or to buy.That suggests that retailers should work to make their ecommerce sites more usable from a mobile, whether that means investing in dedicated m-commerce sites or taking steps to improve the way ecommerce sites are seen over a smartphone or tablet. The study found that while 10% of visits to websites came from mobile devices, that proportion rose towards 15% for more upmarket brands. The study also found that visitors coming to a site through a mobile device viewed 17% fewer pages than those viewing from a PC, while ecommerce conversion rates were 41% lower overall, on average.
However, average order values were slightly higher on average, with half of the websites studied showing an increase.