How does the fashion category fare in mobile sales and on-site conversion rates?
The Mobile Report, by online marketing agency Dgm, has uncovered that fashion and books have the strongest mobile contribution to overall online sales.
According to the research, fashion and books contribute on average 12 per cent and nine per cent respectively.
In terms of conversion rates, desktop still dominates each category as a percentage of total clicks.
Fashion, retail, books and health and beauty are the strongest verticals for mobile. However, many Australians are clicking on mobile devices but not completing the sale.
Dgm said this could likely be explained by the 'showrooming' phenomenon, where consumers are researching prices while shopping in offline stores to compare prices/deals.
However, for fashion and travel the on-site conversion rates for tablet are higher than other device types.
Overall, The Mobile Report also revealed that consumer behaviour is outpacing the rate businesses are adopting a mobile friendly shopper experience, with businesses likely to be losing sales as a result.
Specifically, the report found that Australia has a very high penetration of mobile devices – 65 per cent for smartphones and over 20 per cent for tablets.
However, while both these figures are well above levels in the US and UK – only around 60 per cent of businesses have a mobile optimised website.
Dgm general manager John Matthews added that while Australia is driving a higher proportion of clicks from smartphones and tablets, sales percentages are the same or below those being experienced in the UK.
“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,” he said.
The data in Dgm The Mobile Report was collected across 190 campaigns, delivering over 175,000 sales transactions and over $20 million in validated sales revenue.