Smartphones have the lowest conversion rate of any device—at 1.0% in Q1, it was just half the rate on tablets and even lower compared to desktop or laptop PCs. But it has also more than doubled since the same period the previous year, even as PC conversion rates fell and tablet rates climbed by just 18.1%.
That indicates a growing comfort level with transacting via phone, which could relate to waning concerns about data safety as well as improved check out experiences. Average revenue per visit also increased in a big way between 2014 and 2015, up even faster than mcommerce transaction rate increases. AOV gaps are also closing, albeit more slowly.
It’s clear that mcommerce is growing even more quickly in the US than many expected, which underscores the need to reliable and accurate mobile behavior data collection, as well as customer profiles that are just as well informed on mobile-based transactions as PC-based transactions. If your business relies on digital transactions, its clear that you need to close the mobile data gap – a data “hole” that afflicts virtually every major brand.