The results of a new tracking initiative launched by IMRG have revealed some fascinating insights into the way that consumer behaviour on retailer websites is developing.
The Quarterly Index has revealed the average sales via mobile leapt up from 0.4 per cent at the beginning of 2010 to 3.3 per cent in Q2 2011/2012. The highest percentage of sales through mobile for participating retailers was just under seven per cent.
The percentage of visits via mobile is also increasing, from an average of 1.4 per cent in Q1 2010/11 to seven per cent in the latest quarter. The rate of mobile visits is as high as 12 per cent for some retailers.
In a sign that retailer sites are becoming more engaging for consumers, both checkout and basket abandonment rates have dropped over the last six quarters, from 37 per cent to 32 per cent and 63 per cent to 59 per cent respectively.
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