Shoppers spent slightly more time visiting a retail site via their desktop or laptop device in Q1 of this year compared to a year prior, according to Demandware research, representing activity on
its network from more than 400 million shoppers interacting with retail ecommerce sites. However, they spent less time on a retailer’s ecommerce site when they accessed it from their mobile
phone.
Retail Ecommerce Site Time (Q1 2016; Minutes) |
| Q1 2016 |
Country | Desktop/Laptop | Mobile Phone | Tablet |
UK | 10.3 min. | 7.5 min. | 11.0 min. |
Canada | 10.0 | 7.8 | 8.9 |
Germany | 9.3 | 7.8 | 10.1 |
US | 9.3 | 7.5 | 9.6 |
France | 8.7 | 6.7 | 8.5 |
Source: Demandware, June 2016 |
Overall, the average retail ecommerce site visit duration worldwide increased from 8.8 minutes in Q1
2015 to 9.4 minutes in Q1 2016 when shoppers were accessing it via their desktop or laptop devices, says the report. And, in the select countries analyzed, site visit durations increased across the
board. For example, in Q1 2015, the average retail ecommerce site visit duration in Canada was 8.2 minutes. In Q1 2016, it was 10 minutes.
Similarly, in France, shoppers who accessed a retail
ecommerce site from their desktop or laptop spent an average of 7.9 minutes there in Q1 2015. That increased to 8.7 minutes a year later.
Shoppers who accessed a retail ecommerce site via
their tablet also spent slightly more time there than they did a year ago. Last year, says the report, shoppers spent an average of 9.5 minutes on an ecommerce site, and that increased to 9.9 minutes
this year.
Those who accessed a retail site from their mobile phones, however, spent less time on an ecommerce site in Q1 2016 than they did in Q1 2015. And, that was consistent across the
different select countries. Worldwide, in Q1 2015, shoppers spent an average of 8.2 minutes on an ecommerce site when they accessed it via their mobile device. That decreased to 7.5 minutes a year
later.
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