Mobile's share of retailers' Christmas traffic predicted to triple

Debenhams: the department store's mobile shopping service
Debenhams: the department store's mobile shopping service

The proportion of traffic from mobile devices to all traffic to retailers' websites will rise to around 15% this December, three times its level last Christmas, according to IBM Coremetrics' Online Benchmark data.

Last December the level was 5.6% and it has risen steadily throughout the year to reach 12% in October.

Mobile sales reached a high of 11% of all online sales in October, up from 3.1% in the same month last year.

IBM claims the growing popularity of mobile devices including iPads and iPhones is driving the trend.

Research shows conversion rates on iPads are higher than other mobile devices because of the ease of online shopping on the tablet device.

In addition, iPhone users account for nearly double the amount of traffic to retail sites from Android users.

The average conversion rate of those visiting retail sites is 4.7%.

Social media also plays a key part in improving conversion rates with a 7.6% conversion rate from those being directed to a retail site via a social media site.

IBM's enterprise marketing management leader for UK & Ireland Andrew Jackson-Proes said: "Retailers must invest in highly personalised, customer-loyalty building systems that catch the attention of price and promotions-sensitive customers at exactly the right moment and on the right channel."

The study also suggests shoppers are taking advantage of online discounts as retailers launch seasonal promotions earlier than usual; sales in November are expected to grow by 10% year on year.

Data for the survey is collected from the websites of more than 150 UK retailers to discern online trends.

Follow Matthew Chapman at @mattchapmanUK

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer