2018 Q2 Mobile Commerce Insights Report. Benchmarks and actionable insights

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Gervais Henderson
5 years ago
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1 2018 Q2 Mobile Commerce Insights Report Benchmarks and actionable insights

This edition of Mobify s quarterly Mobile Commerce Insights Report digs into the importance of speed on the mobile web, as well as regional ecommerce trends across the United St

2 This edition of Mobify s quarterly Mobile Commerce Insights Report digs into the importance of speed on the mobile web, as well as regional ecommerce trends across the United States (U.S.) and United Kingdom (U.K.). Let s dive into: Regional ecommerce trends and benchmarks across the U.S. and U.K. Page load benchmarks from 2,000 top ecommerce websites Page load benchmarks from AMP and PWA

3 Regional ecommerce trends across the U.S. and U.K. Mobile usage in the U.K. is one step ahead of that in the U.S., so we can look at ecommerce trends across the pond to predict what trends we will see next in the U.S. Session Share by Device in the U.K. Session Share by Device in the U.S. Mobile sessions surpassed desktop sessions in the U.K. back in We saw the U.S. reach the same tipping point a year later in % 70% 50% Mobile 50% Mobile Desktop 30% Desktop 30% 10% Tablet 10% Tablet Q Q Q Q Q Q Q Q Q Q Q Q Q Q1 2018

4 Regional ecommerce trends across the U.S. and U.K. Now we can see the same trend beginning with mobile revenue. Revenue Share by Device in the U.K. Revenue Share by Device in the U.S. Since the end of 2017, mobile revenue has been pretty much on par with desktop revenue in the U.K. Mobile and desktop revenue are converging in the U.S. and we expect that gap to continue to shrink just as it has in the U.K. 70% 70% 50% 30% Desktop Mobile 50% 30% Desktop Mobile 10% Tablet 10% Tablet Q Q Q Q Q Q Q Q Q Q Q Q Q Q1 2018

5 Q2 year-over-year growth across the U.S. and U.K. As we just saw, mobile traffic and revenue in the U.K. has been ahead of that in the U.S. for a while now but it s still growing significantly year-over-year. This is a great sign that mobile growth won t plateau in the U.S. anytime soon. Q2 Year-Over-Year Growth in the U.K. Q2 Year-Over-Year Growth in the U.S. 0 Mobile Tablet Desktop 0 Mobile Tablet Desktop - Sessions Revenue Orders Conversion rate Average order value Revenue per visit - Sessions Revenue Orders Conversion rate Average order value Revenue per visit

6 Key mobile metrics as a percentage of desktop Benchmarks for key metrics vary by depending on your product offering, price point, and customer persona. By looking at mobile as a percentage of desktop, you can control for these factors because they are consistent across channels. U.S. Data: Key Mobile Metrics as a Percentage of Desktop in Q2 U.K. Data: Key Mobile Metrics as a Percentage of Desktop in Q2 80% 93% 80% 89% 45% 41% 54% 47% 0 0 Conversion rate Average order value Revenue per visit Conversion rate Average order value Revenue per visit

7 As shoppers spend more time and money on mobile, they will expect better experiences and one of the pillars of a good experience is speed. According to Google, 53% of users will abandon a page that takes more than 3 seconds to load. We compiled a list of 2,000 top ecommerce sites and tested their page load speed to see how the industry is measuring up to customer expectations.

8 Mobile page load benchmarks from 2,000 top ecommerce websites The median load time was 6 seconds, with 50% of sites loading faster and 50% slower. This shows that not even the top ecommerce sites are living up to customers 3 second expectation. Percent of Websites Load Time (seconds) 10% % % % % 15.4 Sample: 2,000 websites compiled from various published lists of top ecommerce websites.

9 Most businesses don t realize the full impact of a slow site because the ecommerce data available today doesn t show the full story. Many shoppers will abandon a website before the first page even loads, and this isn t captured in the bounce rate. On average, 63.5% of users will abandon the website before the first page even loads we refer to this as the pre-bounce rate. To prevent shopper drop-off before the first page load, or anytime thereafter, ecommerce sites need to start fast with Accelerated Mobile Pages (AMP), and stay fast with a Progressive Web App (PWA).

10 Start fast with Accelerated Mobile Pages The median load time for AMP is 1.1 second. First Page Load with AMP Percent of Websites Load Time (seconds) 10% % % % % 5.2

11 Stay fast with a Progressive Web App The median subsequent page load time for a PWA is 1.4 second. Subsequent Page Loads on PWA Percent of Websites Load Time (seconds) 10% % % % % 6.2

12 Questions? Get in touch. Mobify is a digital experience platform for building hyper-performant, customer-first experiences through Progressive Web Apps, Accelerated Mobile Pages, and native apps. Get in touch to learn more. hello@mobify.com NA: 1 (866) EU: +44 (0) Copyright All rights reserved.

2017 Q1 Mobile Commerce Insights Report. Actionable insights on Q1 benchmarks and 2017 trends

2017 Q1 Mobile Commerce Insights Report Actionable insights on Q1 benchmarks and 2017 trends As we wrap up the first quarter of the year, it s clear 2017 will be a monumental one for mobile commerce in