One in four e-commerce visits will arrive via tablet and smartphone by end of 2012
Latitude today releases its ‘Q3 Think Works’ mobile report highlighting the rapid growth of tablet and mobile within the retail sector and making predictions for the Christmas period.
Q3 saw tablet use skyrocket, with nearly one in eight (12.6%) clicks on retail PPC adverts arriving via tablet. This is well ahead of the digital industry standard of 8.9%, demonstrating the huge consumer take-up of the tablet device, as a growing number of consumers use it to shop online in particular. The growth of tablet has been extremely rapid during the last 12 months, resulting in a 400% year-on-year increase in tablet click volumes towards retail PPC adverts.
Mobile click volume growth in the retail sector has slowed down in recent months, with no increase in the share of mobile clicks since May. However, this is expected to change post-Christmas, when new consumers flood the mobile web using their new smartphones to access content online.
Despite a slow Q3, smartphone clicks for retail campaigns have still grown by 72% year-on-year. While smartphones now account for just under one in ten clicks (9%), Latitude estimates that 27% of all paid search traffic within the retail sector will arrive from tablet and smartphone by end of December 2012. This is despite the expectation that the launch of the 4G network will take a while to gain traction, slowing down the overall growth.
“This Christmas, both mobile and tablet will be incredibly important elements of the overall digital marketing strategy for most retailers”, commented Latitude Managing Director, Richard Gregory. “We expect mobile alone to directly deliver over 15% of retailers’ online revenue during November and December. This means getting mobile strategy right could mean the difference between a good year and a great year for many retailers, which is vital in tough economic times.”
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