Commentary

US Trails UK In Retail eCommerce Web Time

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.

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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.

For more information, as reported by eMarketer, please visit here.

 

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