Study: Almost half of online fashion purchases happen on mobile devices
As online shoppers complete almost half of their fashion spending via a smart device, it’s critical for brands to become mobile-friendly.
This was according to “The State of Mobile Product Discovery 2017 Report.” The study, from Unbxd, gathered data from 60 million sessions of United States-based shoppers that used the Unbxd Product Discovery Platform.
According to the study, the Fashion & Lifestyle vertical has broken out, with more shoppers purchasing on mobile than desktop. Mobile conversion rates, however, dropped 7% after reaching a peak in 2016.
Going forward, one process that could contribute to increased conversions is search. Search continues to become more important on mobile, especially for product discovery. In fact, search usage on mobile grew to 11.3% of all sessions. And shoppers who use search tools are more likely to buy. Mobile search contributes to 29.2% of revenue.
Mobile searches are also more specific — which leads to higher intent. In fact, local and regional product preferences dominate on mobile, the study said.
However, there is a very small window that retailers have to understand shopper intent for better product discovery. Shoppers are spending significantly lower time and viewing fewer pages on mobile. One practice impacting this narrowing window is the use of autosuggest guidance, a tool that is becoming a priority during product discovery, according to the study.
This was according to “The State of Mobile Product Discovery 2017 Report.” The study, from Unbxd, gathered data from 60 million sessions of United States-based shoppers that used the Unbxd Product Discovery Platform.
According to the study, the Fashion & Lifestyle vertical has broken out, with more shoppers purchasing on mobile than desktop. Mobile conversion rates, however, dropped 7% after reaching a peak in 2016.
Going forward, one process that could contribute to increased conversions is search. Search continues to become more important on mobile, especially for product discovery. In fact, search usage on mobile grew to 11.3% of all sessions. And shoppers who use search tools are more likely to buy. Mobile search contributes to 29.2% of revenue.
Mobile searches are also more specific — which leads to higher intent. In fact, local and regional product preferences dominate on mobile, the study said.
However, there is a very small window that retailers have to understand shopper intent for better product discovery. Shoppers are spending significantly lower time and viewing fewer pages on mobile. One practice impacting this narrowing window is the use of autosuggest guidance, a tool that is becoming a priority during product discovery, according to the study.