Mobile is finally beating the desktop for shopping at retailer websites.
We’ve seen this coming for some time in a monthly mobile tracking study we’ve been following for some time.
For the first time, more than half (51%) of visits to retailers’ websites came from mobile devices, according to a new report.
When the tracking started four years ago, desktop accounted for more than 90% of website visits, based on the Branding Brand mobile commerce index, which is based on an analysis of 129 million site visits, 1 billion page views and more than 3 million orders with revenue of $350 million.
It’s not just the mobile visits that continue to increase, with smartphone commerce activity increasing across the board. Here are the increases from the same month a year ago:
Of total retailer website visits, smartphones accounted for more than a third (36%) and tablets for 15%. It’s easy to see the pattern of visits, with smartphones increasing 24% and non-mobile visits decreasing 15% since a year ago.
The index identifies retail trends across a sample of 26 major North American brands in industries including apparel, home goods and health and beauty.
Reaching a halfway point or passing that 50% mark is significant for commerce, since it implies a move to the masses, or at least a majority. And the Branding Brand online shopping tracking is not the only indicator of the tipping point nature of mobile.
Here are just a few more 50%-and-over tidbits from recent months, with the source of the stat at the end:
Another almost halfway stat from Gallup is that 49% of consumers have made a mobile purchase.
Mobile commerce is growing, one percentage point at a time.