Online sales made via mobile devices continued to grow in the first quarter of 2012, but so did bounce rates on mobile shopping websites, the new Quarterly Benchmarking Index from IMRG and Capgemini has suggested.
The index reveals that transactions completed on smartphones and tablets skyrocketed by an astonishing 2,000% in two years and accounted for 8.2% of total online shopping during the first three months of this year. In comparison, m-commerce accounted for a modest 0.4% of all sales in the same period in 2010.
However, what retailers are still worried about is the fact that browsing is double the volume of sales, while bounce rates are also increasing. Bounce rates represent the number of users that visit a website homepage but leave the site without looking at any other page. These reached 27%, while only 23% of visitors bounced off sites in the first quarter of last year.
Tina Spooner, chief information officer at IMRG, explained that many retailers feel challenged by the competition in the sector. Consumers, on the other hand, have grown more demanding and hard-to-please and it is not uncommon that they lose interest in a brand even at a first glance which leads to higher bounce rates.
The good news for retailers is that according to the Quarterly Benchmarking Index, ROI for mobile marketing increased by 37% year-on-year.
Source: M2 Bespoke News