March 28, 2016

Two-thirds of UK ecommerce traffic is mobile


Mcommerce traffic in the UK made up 65% of all total ecommerce traffic in January, the highest figure for any country studied in a March 2016 SimilarWeb report. The US mcommerce traffic share was second highest, at 54% of total ecommerce traffic.

In France, Brazil and Russia, mcommerce traffic makes up a significantly smaller amount of total ecommerce traffic, at 35%, 33% and 23%, respectively. India and Germany mcommerce traffic hovers around half of the ecommerce total.

But if mcommerce traffic makes up a significant amount of total ecommerce traffic in some countries, desktop still offers more page views per visit. In the UK, for example, average page views for desktop are 13.6 while mobile views are 7.6.

In the US, meanwhile, desktop views come in at 9.1, while mobile views average 5.6. Germany leads the countries surveyed in average desktop page views on digital retail sites at 16.8; mobile views average at 8.6 per visit.

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