Mobile web traffic has grown 50 percent over the past year and now represents more than 25 percent of all internet visits according to a study by Wpromote. The company looked at traffic to 35 of its client sites, including e-tailers, B2B industries and consumer services.
Consumer services was the category with the highest percentage of mobile traffic at 33 percent. B2B sites had the lowest percentage of mobile traffic at 16 percent.
With a much larger sample of sites, StatCounter shows a higher aggregate percentage of mobile traffic in the US market:
- Desktop: 68.8 percent
- Smartphone/mobile: 21.4 percent
- Tablet: 8.7 percent
Recently I was told by mattress retailer Sleep Train that roughly 40 percent of its traffic now comes from mobile devices. This is also true for sites that offer real-world or “local” information (e.g., Yelp, YP). These sites are seeing traffic north of 40 percent from smartphones and tablets.
Separately, mobile commerce enabler Unbound said it saw significant growth in mobile transactions across its client base of more than 350 sites. Unbound reported an increase in mobile-commerce revenue of 101.4 percent in the first quarter, compared to last year.
Mobile unique visitors grew 36.5 percent and total mobile page views were up 56 percent according the company. Unbound added that the average order value for its mobile commerce clients was $92.77, up from $82.66 a year ago.
As impressive as some of these data are marketers need to remember that most mobile-influenced conversions happen offline. An earlier study by ShopVisible reported that mobile devices drove roughly 30 percent of traffic in 2013. However smartphones were responsible for only 4 percent of online conversions.