2018 Q2 Mobile Commerce Insights...
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2018 Q2 Mobile Commerce Insights Report Benchmarks and actionable insights
Transcript of 2018 Q2 Mobile Commerce Insights...
2018 Q2 Mobile Commerce Insights ReportBenchmarks and actionable insights
This edition of Mobify’s quarterly Mobile Commerce Insights Report digs into the importance of speed on the mobile web, as well as regional ecommerce trends across the United States (U.S.) and United Kingdom (U.K.).
Let’s dive into:
• Regional ecommerce trends and benchmarks across the U.S. and U.K.
• Page load benchmarks from 2,000 top ecommerce websites
• Page load benchmarks from AMP and PWA
Mobile sessions surpassed desktop sessions in the U.K. back in 2015.
We saw the U.S. reach the same tipping point a year later in 2016.
Regional ecommerce trends across the U.S. and U.K.
Mobile usage in the U.K. is one step ahead of that in the U.S., so we can look at ecommerce trends across the pond to predict what trends we will see next in the U.S.
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Q1 2015 Q3 2015 Q1 2016 Q1 2017 Q3 2017 Q1 2018
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Q1 2015 Q3 2015 Q1 2016 Q1 2017 Q3 2017 Q1 2018
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Session Share by Device in the U.K. Session Share by Device in the U.S.
Since the end of 2017, mobile revenue has been pretty much on par with desktop revenue in the U.K.
Mobile and desktop revenue are converging in the U.S. and we expect that gap to continue to shrink just as it has in the U.K.
Regional ecommerce trends across the U.S. and U.K.
Now we can see the same trend beginning with mobile revenue.
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Revenue Share by Device in the U.K. Revenue Share by Device in the U.S.
Q2 year-over-year growth across the U.S. and U.K.
As we just saw, mobile traffic and revenue in the U.K. has been ahead of that in the U.S. for a while now – but it’s still growing significantly year-over-year. This is a great sign that mobile growth won’t plateau in the U.S. anytime soon.
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Sessions Revenue Orders Conversion rate
Average order value
Revenueper visit
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Revenueper visit
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Q2 Year-Over-Year Growth in the U.K. Q2 Year-Over-Year Growth in the U.S.
Key mobile metrics as a percentage of desktop
Benchmarks for key metrics vary by depending on your product offering, price point, and customer persona. By looking at mobile as a percentage of desktop, you can control for these factors because they are consistent across channels.
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Conversion rate Average order value Revenue per visit
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U.S. Data: Key Mobile Metrics as a Percentage of Desktop in Q2
U.K. Data: Key Mobile Metrics as a Percentage of Desktop in Q2
As shoppers spend more time and money on mobile, they will expect better experiences – and one of the pillars of a good experience is speed.
According to Google, 53% of users will abandon a page that takes more than 3 seconds to load.
We compiled a list of 2,000 top ecommerce sites and tested their page load speed to see how the industry is measuring up to customer expectations.
Mobile page load benchmarks from 2,000 top ecommerce websites
The median load time was 6 seconds, with 50% of sites loading faster and 50% slower.
This shows that not even the top ecommerce sites are living up to customers’ 3 second expectation.
Percent of Websites Load Time (seconds)
10% 3.1
20% 4.0
50% 6.2
60% 7.1
80% 9.4
90% 11.9
95% 15.4
Sample: 2,000 websites compiled from various published lists of top ecommerce websites.
Most businesses don’t realize the full impact of a slow site because the ecommerce data available today doesn’t show the full story. Many shoppers will abandon a website before the first page even loads, and this isn’t captured in the bounce rate.
On average, 63.5% of users will abandon the website before the first page even loads – we refer to this as the “pre-bounce rate.”
To prevent shopper drop-off before the first page load, or anytime thereafter, ecommerce sites need to start fast with Accelerated Mobile Pages (AMP), and stay fast with a Progressive Web App (PWA).
First Page Load with AMPStart fast with Accelerated Mobile Pages
The median load time for AMP is 1.1 second.
Percent of Websites Load Time (seconds)
10% 0.3
20% 0.5
50% 1.1
60% 1.4
80% 2.2
90% 3.4
95% 5.2
Subsequent Page Loads on PWAStay fast with a Progressive Web App
The median subsequent page load time for a PWA is 1.4 second.
Percent of Websites Load Time (seconds)
10% 0.6
20% 0.8
50% 1.4
60% 1.8
80% 3.0
90% 4.5
95% 6.2
Mobify is a digital experience platform for building hyper-performant, customer-first experiences through Progressive Web Apps, Accelerated Mobile Pages, and native apps.
Get in touch to learn more.
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