Data: Smartphone Web-Shopping Traffic Passes PC in Q1

Mobile has tranformed the way consumers buy both online and offline. As it relates to e-commerce web traffic, a new study found that smartphones have officially overtaken computers as the primary device U.S. consumers use when web-shopping.

The study found that 47% of web-shopping traffic was coming from smartphones in the U.S. for Q1 this year, 45% from computers and 8% from tablets. If we group tablets and smartphones together, the “mobile” category drove 55% of all e-commerce web traffic.

However, traffic is not synonymous with online purchases or orders. The study found that 66% of orders still came from computers while 24% came from smartphones and 10% from tablets. This suggests that consumers are using mobile to research online purchases, but complete the order via desktop, a finding other studies have uncovered about consumer behavior.

The data comes from Demandware’s Shopping Index Q1 2016 which analyzes the activity of more than 400 million shoppers. To access the graphic above, click here.

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