Mobile shopping visits set to overtake desktop for the first time this holiday season

Posted by Rebecca Appleton on 8 Nov, 2017
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With mobile shopping visits predicted to overtake desktop for the first time, make sure your site is mobile ready as the holiday shopping season approaches.

Adobe predictions

The holiday season is fast approaching and businesses around the world are poised for their most lucrative period. New research shows firms that have fully embraced the mobile first revolution and create a fluid online experience could stand to benefit hugely this year as holiday shopping visits made on mobile devices are predicted to exceed desktop in the US for the first time this year.

Adobe Digital Insights (ADI) analyzed 1 trillion visits to over 4,500 retail websites, 55 million SKUs and 12 million social mentions, and surveyed 1,100 US consumers

For marketing professionals and those keen to boost lead generation, ADI’s Holiday Predictions report reveals where efforts can deliver the best return on investment.

Mobile’s share growth to continue

Just two years ago, desktop devices were still accounting for more than half of the holiday season digital traffic. In 2017, for the first time, smartphone and tablet devices are set to take over, demonstrating the increasing demand to access shopping opportunities at a time and place that suits consumers.

Mobile device share

Source: CMO.com

Retailers that take a mobile first approach could reap the rewards with higher growth. According to ADI’s research, high-growth companies see more smartphone visits and revenue growth compared to the firms experiencing below average increases. Mobile browsers aren’t the only point of access for forward thinking businesses either. Some 64% of shoppers already have a retail app downloaded, giving firms a unique opportunity to connect with loyal shoppers in the run up to the holidays.

The growing use of mobile devices demonstrates a clear opportunity for retailers  taking a mobile first approach, with those offering the best online experience being in pole position to close the deal.

Holiday online sales predicted to top $100bn for first time

The convenience of online shopping means it’s no surprise that it’s a revenue stream that’s continuing to grow. This year, ADI predicts that online holiday sales will break past the $100 billion milestone for the first time. Expected double digit growth at 13.8% means that digital sales in November and December are anticipated to top $107 billion, far outpacing the overall holiday retail growth of 3.8%.

online sales

Source: CMO.com

Almost a third of shoppers plan to spend more online this season, with Cyber Monday set to be a particularly profitable day for retailers with a strong online presence. Creating an accessible, streamlined online shopping experience is essential for converting potential holiday shoppers and reducing the number of abandoned baskets.  

Consumers hunting for a bargain, growth for large retailers, and nostalgic toy purchases are other key trends forecast by ADI that retailers and marketers should be keeping an eye on over the coming weeks.

How to improve your shoppers’ mobile digital experience

To capture those online holiday sales, make sure your customers’ mobile experience is up to scratch.

  • Boost your loading speeds - Online shoppers are impatient and slow loading pages will have them heading elsewhere. Improve your page speed on mobile by minimizing image size, optimizing redirects, and considering a content delivery network. Use Google’s speed checker to make sure your site delivers.

  • Simplify the customer journey – Customers should be able to go from browsing to paying effortlessly without going through multiple pages or forms. A clear and reassuring checkout process will reduce basket abandonment before checkout.

  • Create a compelling user experience - with simple menus and navigation, a flowing narrative and minimal forms.

Read more details about Adobe’s predictions for the 2017 shopping season.

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