On mobiles, internet users purchase two times faster than from a desktop, and are far more likely to buy a product on the spur of the moment, according to new research.
The study, from Content Square, also found that the more a mobile user scrolls, the more he buys.
View the infographic below:
Key findings from the report are shown below;
Page size, scroll rate, load time : everything is twice as long on mobile
– Pages are 1,5 times longer on mobile phone (mobile : 4760 pixels / desktop : 3500 pixels)
– Scroll rate is 2 times higher on mobile phone (mobile 1790 pixels / desktop 850 pixels)
– Load time is 1,5 times longer on mobile phone (mobile : 9 seconds / desktop : 6 seconds)
French users purchase 2 times fewer using a smartphone than a tablet, 4 times fewer than from a desktop and 40 times fewer than in-store !
Only 0,5% of visits result in conversion. Clearly, fewer than one mobile user in 100 buy a product, while 2 internet users in 100 purchase from a desktop and 20 customers in 100 purchase in-store.
– 40% of mobile Internet users view just one page before leaving
– 50% of mobile users reach at least one product page
– 2,5% of mobile users reach a shopping cart page
Purchasing behaviour significantly differ between mobile and desktop
– The more a user scrolls on a mobile phone, the more he buys. Buyers’ scroll rate is 60% on mobile, while non-
buyers’ one is 49%.
– Buyers spend an average of 18 minutes on mobile site, while 34 minutes on desktop. They stay 2 times less on the mobile site.
– During shopping sessions, buyers click on average 70 times on the website. They click much less than on desktop (an average 98 clics to purchase).