Mobile has transformed the way consumers buy both online and offline. As it relates to e-commerce web traffic, a new study found that smartphones have officially overtaken computers as the primary device U.S. consumers use when web-shopping.
The study found that 47% of web-shopping traffic was coming from smartphones in the U.S. for Q1 this year, 45% from computers and 8% from tablets. If we group tablets and smartphones together, the "mobile" category drove 55% of all e-commerce web traffic.
However, traffic is not synonymous with online purchases or orders. The study found that 66% of orders still came from computers while 24% came from smartphones and 10% from tablets. This suggests that consumers are using mobile to research online purchases, but complete the order via desktop, a finding other studies have uncovered about consumer behavior.