Retail sees the rise
of mobile.

Mobile technology has reached a point where the possibilities seem endless. For retailers, this means understanding the role of mobile in the customer journey and how they can use mobile effectively.

For consumers, mobile is a massive part of
their retail experience.

92%
Of consumers consider
their smartphones to be
their primary device.
The average user checks
their smartphone 85 times a day.
In America, that’s 8 billion times a day.

And mobile dominates in both number of
visits and time spent online.

66%
Mobile represents almost 2/3
of digital media minutes.
50%
>50% of searches
happen on mobile.

But while customers are spending more
time on mobile, they aren’t spending as
much money.

75%
Desktop boasts
75% of revenue
Cart conversion rate: cart conversion = completions / cart starts
16%
For smartphones
26%
For desktop
Smartphone revenue
per visit is
3.6x
lower than desktop
Average order value:
$120
On smartphones
$155
On desktop

To close this gap, retailers need to
understand why consumers turn to desktops
so they can create highly engaging,
personalized mobile experiences that
encourage conversion.

Why consumers switch to desktop:

30%
Ease of navigation
26%
To see images on
a bigger screen
16%
To enter payment
information

What frustrates mobile consumers:

38%
Small screens
35%
Ads
32%
“Pinch and zoom”
functionality

As retailers improve the mobile experience,
mobile is closing the gap.

In 2016, smartphone
traffic share increased
8%
In 2016, desktop
traffic share decreased
6%
In 2016, smartphone
revenue grew
65%
In 2016, both desktop and
tablet revenue shrank by
2%
Adobe logo

To see more mobile trends, check out the
2017 Adobe Mobile Maturity Survey.

Adobe can help you create great retail experiences.

Learn more

Notice: By supplying my contact information, I authorize Adobe to contact me via email, phone, and postal mail about its products and services. [Learn more or opt out]

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.

© Adobe Inc. All rights reserved.

  1. “2016 Mobile and App Marketing Trends,” Forrester, January 25, 2016.
  2. “The 2016 U.S. Mobile App Report,” comScore, September 13, 2016.
    https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report
  3. “Adobe 2016 Mobile Retail Report,” October 25, 2016.
    http://www.slideshare.net/adobe/adobe-2016-mobile-retail-report
  4. “Mobile Benchmark Report, Adobe Digital Index August 2015,” Adobe, November 2015.
    https://www.cmo.com/content/dam/CMO_Other/ADI/2015_Mobile_Benchmark/ADI_mobile_benchmark_report_2015.pdf
  5. Lisa Eadicicco, “Americans check their phones 8 billion times a day,” Time, December 15, 2015.
    http://time.com/4147614/smartphone-usage-us-2015/
  6. Sally Andrews, David A. Ellis, Heather Shaw, Lukasz Piwek, “Beyond Self-Report: Tools to Compare Estimated and Real-World Smartphone Use,” PLOS One, October 28, 2015.
    http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0139004

AdChoices