Mobile Web Survey Wave 8 Mobile traffic growth slows, but transactions grow

Size: px

Start display at page:

Download "Mobile Web Survey Wave 8 Mobile traffic growth slows, but transactions grow"

Bethany Cannon
5 years ago
Views:

1 Nucleus Mobile Web Survey Wave 8 January 2015 Mobile Web Survey Wave 8 Mobile traffic growth slows, but transactions grow March 2015

2 survey summary; overview Mobile growth slows but its rise towards the majority of web traffic continues 2

3 the mobile web is no longer just for browsing Mobile transactions grow 70% year-on-year to 28.81% of all online revenue 3

4 the argument for RWD is clear Responsive sites attract a higher share of mobile traffic, but adaptive sites perform surprisingly poorly 4

5 luxury sites have the most mobile users Luxury brands continue to outpace the mainstream, with top 5 star site attracting 54.7% mobile traffic 5

6 Apple retains a stranglehold on mobile browsing Android fails to make further progress, while ios retains a dominant 77.14% share of the mobile web 6

7 demographics influence device choice Affluent consumers show strongest preference for ios while mass market brands attract higher Android share 7

8 survey timeline; mobile traffic creeps towards 50% The Nucleus Mobile Web Survey studies 12 UK and international travel websites. Fieldwork for Wave 8 took place on 31st January 2015 with a total user base of 1.8 million user sessions. 8

9 survey summary; mobile browsing growth slows 9

10 we now live in the smartphone era 80% of Internet users own a smartphone Smartphone sales have outstripped sales of desktop and laptops combined for 3 years running Globally 65-70% of all mobiles sold in Q were smartphones Raconteur has predicted that by the end of 2015 there will be one smartphone for every five people on earth Raconteur 12/2014 Ericsson Mobility Report November 2014 Globalwebindex.net Q

11 smartphones overtake tablets in transactions Criteo s recent State of Mobile Commerce study suggests even higher proportions of smartphone transactions than our study Smartphone vs. Tablet Share of Mobile Transactions Smartphone mcommerce is particularly strong in the areas of Fashion & Luxury and Travel Criteo State of Mobile Commerce Q

Google favours mobile-friendly sites Since late 2014 Google has labelled mobile friendly sites for mobile Google searches helping consumers avoid difficult to navigate sites.

12 Google favours mobile-friendly sites Since late 2014 Google has labelled mobile friendly sites for mobile Google searches helping consumers avoid difficult to navigate sites. In a 2014 UK IAB study 52% of respondents reported visiting a non optimised site in the last month, and 69% said visiting non-optimised sites was a frustrating experience 73% of the same sample said they did not turn to an alternative device when faced with a nonmobile friendly site IAB Mobile is the top device for product info.06/11/2014 Google Webmaster Central Blog: 18/11/

13 mobile purchase value is higher As sites improve their mobile payment journey, purchase values on mobile devices are reaching desktop levels Tablet order values have overtaken desktop in some categories Criteo State of Mobile Commerce Q Criteo Travel Report Sept

However, with the inexorable rise of mobile browsing, 2015 will be the year for

14 so who is using responsive web design? Under 20% of top tier websites use responsive web design, according to Akamai However, with the inexorable rise of mobile browsing, 2015 will be the year for laggard brands to adopt mobile-friendly websites or suffer the consequences for alienating half their audience Guypo.com/rwd

15 survey summary; overview As mobile approaches the majority of web traffic, the travel industry needs to invest seriously in its mobile customers 15

16 Thank you! Nucleus Ltd John Loftus House Summer Road Thames Ditton Surrey KT7 0QQ, UK Contact: Hannah Mills +44 (0)

Mobile Web Survey, Wave 9 Eclipse of the desktop

Nucleus Mobile Web Survey Wave 9 June 2015 Mobile Web Survey, Wave 9 Eclipse of the desktop July 2015 survey summary; eclipse of the desktop Inexorable rise of mobile places desktops in the shade Average