Commentary

Beauty And Fitness Driving Mobile Traffic

Call it wellness or sheer superficiality, but beauty and fitness sites are dominating consumers’ smartphone time.

In fact, mobile traffic now constitutes 67.25% of the beauty and fitness sector’s overall activity, according to new findings from SimilarWeb.

Leaders in the category include Bodybuilding (with a 65% mobile share), cosmetics sites like ULTA (with a 76% mobile market share) and Sephora (with a 69% mobile share).

Other top mobile-first sectors include home and garden sites (with a 63.25% market share), and health sites, which saw 62.75% of their visits come from mobile devices.

Oddly enough, the least likely sites to be visited via mobile are computer and electronics sites (with only a 36.95% market share), according to the market research firm, which analyzed the top 10,000 U.S. sites over 24 categories for its findings.

Yet, the shift to mobile represents a challenge for companies in securing visitor time on site and pages viewed on a site.

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On average, U.S. visitors spent an average of five minutes, 19 seconds visiting desktop sites, but these times drop to three minutes and five seconds for the same site viewed on mobile phones or tablets. The average pages viewed also dropped from 5.19 on desktop to 3.34 when users are on mobile.

For better or worse, adult content sites have the best engagement rates in the mobile business, achieving an average mobile visit per session of four minutes, 58 seconds.

The least successful sector in engaging mobile visitors appears to be science sites, with the average mobile visit lasting only two minutes, five seconds.

What’s the solution for underperforming categories?

“Sites and content need to be tailored for mobile consumption,” Hilla Meller, SimilarWeb Digital Insights Analyst, notes in the new report.

“Benchmarking your own website’s performance against the industry, and understanding where you stand in relation to your competitors can help,” Meller suggests.

 

“Sites and content need to be tailored for mobile consumption,” Hilla Meller, SimilarWeb Digital Insights Analyst, notes in the new report. 


“Benchmarking your own website’s performance against the industry, and understanding where you stand in relation to your competitors can help,” Meller suggests.

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