eCommerce Benchmarks

Device usage statistics for eCommerce

MoM device usage breakdown % of traffic per device over the past twelve months
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Device usage statistics

In December, traffic from mobile drove the largest portion of visitors to eCommerce sites, at 71% – this is a 2% spike from November. In general, over the past twelve months, traffic from mobile made up 66.92% of overall visitors, with 31% coming from desktop, and 2.08% from tablet.

The biggest surge in MoM traffic came in December from Food & Beverage, with 23% more visitors. In general, Fashion, Accessories, and Apparel saw the largest increase in traffic, at 0.72% while Pet Care & Veterinary Services saw the steepest decline at 0.006%.

Lastly, mobile drew the largest number of new users at 62%, and mobile generated the highest percentage of returning visitors, at 68%.

Major trends noticed:

Pet Care & Veterinary Services — fell by 17.61% in device usage, from 1,958,611 in November to 1,641,562 in December.

Consumer Goods — fell by 15.43% in device usage, from 66,756,025 in November to 57,192,168 in December.

Food & Beverage — rose by 23% in device usage, from 3,983,231 in November to 5,018,644 in December.

Multi-Brand Retail — fell by 14.5% in device usage, from 7,720,356 in November to 6,676,681 in December.

Luxury & Jewelry — rose by 18.77% in device usage, from 28,811,287 in November to 34,780,257 in December.

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