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B&T > Marketing > Mobile drives clicks, desktop drives sales
Marketing

Mobile drives clicks, desktop drives sales

Staff Writers
Published on: 21st October 2013 at 1:39 PM
Staff Writers
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Australian consumers actively use their smartphones and tablets to shop for devices but few are buying with a preference for closing the sale on desktop still evident.

The gap could be explained by a the ‘showrooming’ phenomenon, according to a dgm study which found only 18% of all health and beauty sales come off a tablet despite the fact the vertical is one of the strongest in mobile traffic.

Travel is the only category where mobiles have a higher conversion rate than desktop even thought 90% of clicks are driven from desktops.

Technology is largely driven by the desktop which represents 85% of clicks and 94% of sales.

Fashion, retail, books and health and beauty are the strongest verticals in mobile clicks.

Twelve percent of clicks come from mobile for the fashion industry and mobile represents 9% of traffic for books.

Books have the highest conversion rates across mobile and tablet due to the lower average basket value.

The dgm Mobile report reveals Australia has a 65% penetration for mobile and more than 20% for tablets. However only 60% of businesses have a mobile optimised site.

John Matthews, general manager dgm, said Australia may have a higher mobile device penetration than the UK but our sales percentages are lower.

“This is being driven by the fact that a higher proportion of advertisers in the UK have mobile optimised websites and shows there is a real opportunity in Australia to close the gap by offering a better shopping experience to the consumer.”

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By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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