Retailers shift their ad spending from TV, radio and print ads to digital ads.
Total mobile revenue jumped 47% in the first quarter, and tablet revenue grew 32% compared to the same period a year earlier for the MarketLive clients tracked in a quarterly study. Mobile devices will account for half of all traffic to the retailers’ sites by the end of the year, the vendor says.
Web sales grew 18.7% year over year in the first quarter for the more than 100 retailers that e-commerce software provider MarketLive Inc. tracks in its quarterly Performance Index. That marks the sixth straight quarter that the vendor’s clients posted double-digit growth.
Eight merchants in the Internet Retailer Top 500 Guide operate on MarketLive’s e-commerce platform, including Beachbody LLC, No. 137, Fossil Inc., No. 205, and Title Nine, No. 347.
Traffic to the retailers’ web sites rose 13.9% in the first quarter compared to the same period a year earlier. The average order size during the quarter grew 4.3% to $114.55 from $109.78 in the first quarter of 2012. The add-to-cart rate increased 1%, with 11.9% of tablet visitors adding an item to their cart, up from 7.3% a year earlier.
The Performance Index’s findings also highlight the continuing shift to consumers shopping on smartphones and other mobile devices. Total mobile revenue jumped 47% in the first quarter, and tablet revenue grew 32% compared to the same period a year earlier. Smartphones accounted for 6.2% of total sales in the first quarter, up from 4.2% a year earlier. Tablets accounted for 12.5% of sales, up from 9.5%. The vendor also found that the average smartphone paid search conversion rate roughly tripled year over year and the average e-mail conversion rate nearly doubled. The vendor did not provide specific conversion rate figures.
“It is quite an achievement to earn a double-digit revenue increase just once, let alone for six consecutive quarters,” says Ken Burke, founder and CEO of MarketLive.