Lack of mobile shopper experience is costing business sales says the dgm Mobile Report

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dgm_logo_l_1.jpgConsumer behaviour is outpacing the rate businesses are adopting a mobile friendly shopper experience, with data from dgm showing businesses could be losing sales.

 

The dgm Mobile Report shows that, while Australia has a very high penetration of mobile devices – 65% for smartphones and over 20% for tablets, both well above levels in the US and UK – only around 60% of businesses have a mobile optimised website.

John Matthews, general manager, dgm said while Australia is driving a higher proportion of clicks from Smartphones and Tablets, sales percentages are the same or below those being experienced in the UK.

 

Says Matthews: “This is being driven by the fact that a higher proportion of advertisers in the UK have mobile optimised websites and shows there is a real opportunity in Australia to close the gap by offering a better shopping experience to the consumer.”

 

Conversion rates on mobile devices are interesting. Desktop still dominates each category as a percentage of total clicks. Fashion, Retail, Books and Health & Beauty are the strongest verticals for Mobile. This could be explained by the “showrooming” phenomenon, where consumers are researching prices while shopping in offline stores to compare prices/deals. Technology and Travel are still predominantly driving clicks from Desktop at 85% and 90% respectively.

 

Other highlights in the report include:

• Fashion and Books have the strongest Mobile contribution to overall sales, with 12% and 9% respectively. These are also the two verticals with the lowest Average Order Value across the data collected.

• 18% of all Health & Beauty sales are driven by Tablet, while Technology is still predominantly driven by Desktop with 94% of all sales being driven by the PC.

• Books enjoy the highest on- site conversion rates across all Mobile and Tablet, due to the lower average basket value.

• For fashion and Travel the on-site conversion rates for tablet are higher than other device types.

• Travel is the only category where Mobiles have a higher conversion rate than desktop.

 

The data in the report has been collected across 190 campaigns, delivering over 175,000 sales transactions and over $20m AUD in validated sales revenue. All data for this report was collected from May – September, with future updates to the market to be released quarterly.

Click here to view full report