Study: Mobile retail traffic grows 112%

San Francisco — There has been a 112% increase in mobile traffic to retailer websites in the past year while desktop traffic dropped 4%. According to analysis of billions of user sessions to U.S. retailers’ desktop and mobile websites and apps between October 2013 and October 2014 by mobile solutions provider Skava, mobile Web accounts for 85% of total traffic for retailers, dominating mobile apps’ 15% share.

Revenue numbers reflected this pattern, with 90% generated from online purchases made via mobile web and 10% made through apps. Despite strong iPhone 6 sales, Apple dropped from its position of generating 67% of the entire mobile revenue for retailers in the first quarter to 62% in the third quarter, with Android increasing 5% in the same period.

During that time, the Apple operating system (iOS) also dropped 2% 63%-61%) to Android OS (36%-38%), with all other operating systems combined accounting for less than 1%, meaning the Amazon Fire phone failed to gain significant traction.