Apple devices account for 80 percent of all mobile web browsing according to research by Screen Pages.
The study also revealed that mobile now makes up ten percent of eCommerce website visits, but converts at just half the rate of PC visitors.
It also suggested that smaller marketers and retailers are losing hundreds of thousands of pounds by failing to grasp the opportunities presented by mobile devices.
The study looked at Google Analytics from 30 websites with a total of 1.5 million visitors, none of the websites had been fully optimised for mobile.
“The commercial message here is clear,” said Roger Willcocks, director of Screen Pages.
“If mobiles are 10 per cent of your business and conversions are 40 per cent lower, on a site with 10,000 visits per day with a conversion ratio of three per cent and an average order value of £50, mobile usage can represent a loss in revenue of over £300,000.”
The study did highlight that whilst conversions may be less than half on mobile, the bounce rates were lower than their PC counterparts, which suggests consumers using smartphones are less likely to navigate away from a page immediately after landing on it.
Collin McCaffery, Product and Technology director at 2ergo, recently talked about whether retailers are doing enough to target the mobilising consumer?
