Monthly Mobile Commerce Benchmarks for 2017

The mobile world moves fast. Evolving technology and shifting customer expectations make it difficult to stay on top of the latest mobile commerce benchmarks and trends.

Here, we bring you monthly mobile commerce benchmarks to do check-ins on your brand’s performance and identify opportunities to accelerate mobile performance and drive revenue.

Interested in taking a deeper dive into mobile commerce benchmarks? Download the latest Mobile Commerce Insights Report.

October 2017 Update

Mobile Share of Total by Metric

  • Mobile sessions have surpassed desktop sessions across all AOVs
  • Mobile transactions are approaching the tipping point for AOVs under $100
  • Mobile revenue is approaching the tipping point for AOVs over $175
Mobile share by metric chart

User Distribution by Operating System and Version

  • The majority of mobile users are on v10 of iOS
  • iOS users are on newer versions of their operating system than Android users
Users by operating system and version chart

User Distribution by Top Browsers and Browser Version

  • The majority of users come from the latest version of the Safari browser
  • Samsung Internet users are the only ones that tend to use latest browser version
Users by browser chart

Average Revenue Distribution by Average Order Value

  • Mobile and tablet are almost half of total ecommerce revenue for low AOV sites
  • Higher AOV sites are catching up

 

Revenue distribution by average order value

Traffic Distribution by Operating System and Version

Traffic by brower and version chart

Average Conversion Rates by Device and Average Order Value

Average conversion rate by user and AOV

 

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September 2017 Update

Mobile Share of Total by Metric

  • Mobile sessions have surpassed desktop sessions across all AOVs
  • Mobile transactions are approaching the tipping point for AOVs under $100
  • Mobile revenue is approaching the tipping point for AOVs over $175
Median mobile share of traffic by metric chart

User Distribution by Operating System and Version

  • The majority of mobile users are on v10 of iOS
  • iOS users are on newer versions of their operating system than Android users
Users by OS and version

User Distribution by Top Browsers and Browser Version

  • The majority of users come from the latest version of the Safari browser
  • Samsung Internet users are the only ones that tend to use latest browser version
User distribution by browser and version

Average Revenue Distribution by Average Order Value

  • Mobile and tablet are almost half of total ecommerce revenue for low AOV sites
  • Higher AOV sites are catching up
Average revenue distribution by Average Order Value

Traffic Distribution by Operating System and Version

Traffic Distribution by Operating System and Version

Average Conversion Rates by Device and Average Order Value

Average Conversion Rates by Device and Average Order Value

 

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August 2017 Update

Mobile Share of Total by Metric

  • Mobile sessions have surpassed desktop sessions across all AOVs
  • Mobile transactions are approaching the tipping point for AOVs under $100
  • Mobile revenue is approaching the tipping point for AOVs over $175
Median mobile share of total by metric

User Distribution by Operating System and Version

  • The majority of mobile users are on v10 of iOS
  • iOS users are on newer versions of their operating system than Android users
User distribution by operating system and version

User Distribution by Top Browsers and Browser Version

  • The majority of users come from the latest version of the Safari browser
  • Samsung Internet users are the only ones that tend to use latest browser version
User distribution by top browsers and browser version

Average Revenue Distribution by Average Order Value

  • Mobile and tablet are almost half of total ecommerce revenue for low AOV sites
  • Higher AOV sites are catching up
Average revenue distribution by AOV

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July 2017 Update

Average Conversion Rates by Device and AOV

  • The discrepancy between the mobile and desktop conversion rate increases as the average order value (AOV) gets higher
  • The mobile conversion rate for an AOV below $175 is more than double that for an AOV over $175
Conversion rate by device image

Mobile Share of Total by Metric

  • Mobile sessions have surpassed desktop sessions across all AOVs
  • Mobile transactions are approaching the tipping point for AOVs under $100
  • Mobile revenue is approaching the tipping point for AOVs over $175
Mobile share by metric image

User Distribution by Operating System and Version

  • The majority of mobile users are on v10 of iOS
  • iOS users are on newer versions of their operating system than Android users
User distribution by operating system image

User Distribution by Top Browsers and Browser Version

  • The majority of users come from the latest version of the Safari browser
  • Samsung Internet users are the only ones that tend to use latest browser version
User distribution by browser image

Average Revenue Distribution by Average Order Value

  • Mobile and tablet are almost half of total ecommerce revenue for low AOV sites
  • Higher AOV sites are catching up
Average revenue distribution by order value image

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June 2017 Update

Average Conversion Rates by Device and AOV

  • The discrepancy between the mobile and desktop conversion rate increases as the average order value (AOV) gets higher
  • The mobile conversion rate for an AOV below $175 is more than double that for an AOV over $175

Average Conversion Rates by Device and AOV image

Mobile Share of Total by Metric

  • Mobile sessions have surpassed desktop sessions across all AOVs
  • Mobile transactions are approaching the tipping point for AOVs under $100
  • Mobile revenue is approaching the tipping point for AOVs over $175

Mobile Share of Total by Metric image

 

User Distribution by Operating System and Version

  • The majority of mobile users are on v10 of iOS
  • iOS users are on newer versions of their operating system than Android users

User Distribution by Operating System and Version image

User Distribution by Top Browsers and Browser Version

  • The majority of users come from the latest version of the Safari browser
  • Samsung Internet users are the only ones that tend to use latest browser version

Average Revenue Distribution by Average Order Value

  • Mobile and tablet are almost half of total ecommerce revenue for low AOV sites
  • Higher AOV sites are catching up

Average Revenue Distribution by Average Order Value image

 

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May 2017 Update

mobile share of total by metric graph for 2017 May benchmark

Key Takeaway

  • There’s still a gap between sessions and revenue on mobile versus desktop, but that gap is narrowing.

 

average conversion rates by device and AOV graph for 2017 May benchmark

Key Takeaway

  • Online retailers selling lower price point products are seeing more traction on mobile, but retailers of expensive goods are not far behind.

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April 2017 Update

user distribution by operating system and version graph for 2017 April benchmark

 

user distribution by top browsers and browser version graph for 2017 April benchmark

Key Takeaways

  • Traffic is fairly evenly split at approximately 60% iOS and 40% Android, so you need to cater to both.
  • iOS users are more homogeneous – the majority use Safari and their operating system and browser versions are up-to-date.
  • Android users are more diverse technology-wise. Most are on the older version of Android, and, while most are using Chrome, many use an older version of the browser.
  • Safari users tend to stay up-to-date, while Chrome and Samsung users don’t update their browsers as often.
  • 5% of users are actually viewing ecommerce sites on Facebook’s browser.

Top 5 Devices Your QA Team Needs

  1. iOS Version 10.2
  2. iOS Version 10.3
  3. Android Version 6.0
  4. Android Version 7.0
  5. Android Version 5.1

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