Shoppers are weighing their options — and not just in regards to what goes into their shopping baskets. As social channels continue to become more oversaturated, consumers are broadening their investigative scope that’s resulting in lower time spent on web sites across industries, according to Adobe Digital Insights.
Meanwhile, the shift toward use of mobile devices continues.
The report, “U.S. Best of the Best,” details the frequency with which consumers are visiting web sites and the devices they are using. The research included aggregated and anonymous data from 200 billion visits to more than 10,000 U.S. websites during 2016 to draw an accurate picture of digital consumer behavior.
Though overall time spent on web sites was down, the shift from desktop to smartphones grew. “Smartphone share of visits increased by an average of 18 percent year-over-year across all industries,” researchers in the report said. The media and entertainment segments posted the highest level of mobile visits — 60 percent of traffic came from smartphones, the report said.
Desktop traffic was down by eight percent year-over-year, marking the accelerated transition to mobile perusal. Telecommunications had the largest drop in traffic on desktops during the year — traffic decreased nearly 75 percent, according to the report said. Retail followed — its desktop traffic fell by about 60 percent.
The report also noted that visit rates were bouncing back. “Finance saw the highest average visit rate at 1.88 visits per month,” authors of the report said. Retail saw 1.33 visits per month by comparison — across industries visit rates were up four percent year-over-year.
But generally, consumers are spending less time across all industries. Time spent on the telecommunications segment was down almost seven percent; the retail industry was the industry with the second-largest decline in traffic at over 5.5 percent.
Both desktop and smartphone devices benefited from higher conversion rates. Desktop conversion increased by 17 percent and smartphone conversions were raised by 24 percent year-over-year, the report said. The travel category boasted the highest conversion rate at 42 percent compared to the previous year. The report findings suggest that retailers and fashion brands need to boost mobile marketing strategies.
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