Mobile-Only Shoppers Account For Over 50 Percent For Some Top Retailers

The importance of mobile-friendly websites has become a hot topic in the digital marketing industry in recent times. We recently wrote about Google’s algorithm change to include this information as a ranking factor in search. If this wasn’t enough to convince businesses to invest more in the development of their mobile sites, new data from Internet analytics company comScore should certainly illustrate its importance.

In January, comScore documented that among the top retailers in the U.S., the percentage of mobile-only shoppers is either approaching or crossing the 50 percent threshold. This information follows other data, which came as a surprise to many, that mobile traffic was in excess of 50 percent of total digital traffic at several points during the 2014 holiday season. Target, as one example, said that mobile drove 60 percent of Target.com traffic in November and December of last year. For marketers and webmasters, the importance of these statistics is clear.

The following is the comScore list of top U.S. retailers and the corresponding percentage of mobile-only traffic. For Apple, Wal-Mart, Target, Ticketmaster and QVC, more than 50 percent of their traffic came from mobile-only shoppers in January.

This data is truly eye-opening, making it clear that having a mobile-friendly site has become an essential component of a successful online presence for a business. If retailers don’t provide consumers with an exceptional mobile experience, they may lose out on potential sales from frustrated users who decide to go to a competitor’s website for purchases on their smartphone. Furthermore, the reputation of a brand can suffer when consumers have a less-than-ideal mobile shopping experience on their website.

However, it may come as a surprise that even with this information, many retailers are moving cautiously and are putting apps on the back burner, even though they consider mobile a top priority.

Truthfully, the time has come for all businesses, from auto dealerships to clothing retailers, to invest in mobile to ensure that they’re offering an easy and enjoyable experience for consumers. User expectations for an exceptional mobile offering are increasing every day, and this trend shows no signs of slowing down. It has become crystal clear that it’s essential to focus on mobile to make sure not to alienate the ever-increasing number of mobile searchers and shoppers.