The Adobe report is based on the transactions that occur on the Adobe Marketing Cloud Solutions. Most of it relates to US retailers, but they do provide some insight into global sales and trends, including the UK.
One of the key data points from the study is that mobile traffic was up year-over-year (YOY). Website traffic from phones was up 9%, while desktop and tablet traffic decreased 6% and 3% respectively. What I found most interesting though is this chart showing the traffic patterns:
The lines indicate website traffic from the various devices. The Phone (and tablet to a lesser degree) almost seems to be responding to the desktop line. When desktop traffic goes down, the phone traffic goes up. Perhaps it isn’t to the magnitude of the desktop traffic, but it is in sync don’t you think? It appears to me that there is some set of people who always use their phone or desktop (where the lines are mostly flat), and then there are the people who switch from the desktop to the phone and back again with some regularity. The scale on the image isn’t enough to tell whether these dips and bumps correspond to a time of day or to certain days of the week. If I had to guess though, I’d say the desktop drops, and phone bumps, happened on weekends and the holidays when people were out going to parties or shopping.
If I’m right, these people are comfortable switching back and forth, which means retailers need to prepared for multichannel shopping. Creating a consistent experience for desktop and mobile users may become more important as additional people begin switching back and forth. Consistency doesn’t mean identical either. Mobile users may want more information via text message rather than email or on the website. But they will want to find something on their phone as easily as they find it on their desktop. They also expect the mobile website to work well – which means they don’t expect the exact same site, just a similar experience.
What mobile devices and OSes do you need support in the coming year? Well, 75% of the sales came from iOS (either phones or tablets). Only 23% came from Android devices. Notice I said sales there and not traffic. For traffic, 35% came from Android devices and 66% used iOS (some small number of “other” devices account for the remaining 1%).
The UK led Europe in total holiday sales, with only the US and China topping them. Germany wasn’t too far behind. But the UK led all countries when it came to consumers shopping from phones or tablets. Just over 40% of online sales came from either a tablet or a phone, with the highest percentage of sales made with tablets than in any other country too.
The Brits are very happy to shop via mobile devices. That’s something to take into next year’s holiday season.
These trends seem to say that the 2016 Holiday season is likely to have even more mobile shoppers. But we aren’t likely to see desktop and tablet sales disappear – yet.