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E-Commerce Social Traffic Declines, Tablet Traffic Grows

Posted on 5.21.2013

A new report from marketing and website optimization solutions provider Monetate is shedding some light on recent social commerce trends, the growing importance of mobile devices and the opportunity retailers have with U.S. military online shoppers.

The Ecommerce Quarterly report, which analyzed a random sample of more than 500 million online shopping experiences in the first quarter of 2013, reveals that social media is lagging as a direct traffic source to e-commerce websites and online purchases despite the investment brands are putting into this channel. In fact, social media represented only 1.55 percent of all e-commerce traffic, which puts it behind email (2.82%) and far behind search (31.43%). Plus, social media traffic numbers are down from Q1 2012, when they reached 2.36 percent.

                                 

That being said, mobile devices including tablets and smartphones are grabbing a larger share of e-commerce traffic. For instance, tablet and smartphones made up 21.02 percent of traffic, which is a huge increase from just 2 percent two years ago. In addition, one of the most surprising stats from the study found that tablets actually led smartphones in e-commerce traffic, with 10.58 percent of the traffic share compared to 10.44 percent.

Another noteworthy insight from the Ecommerce Quarterly study shows that marketing to U.S. military personnel pays off. The data reveals that conversion rates among military personnel in the U.S. is at 5.15 percent, 4.3 percent in Europe and 3.57 percent in Asia. All of these numbers are higher than the overall U.S. consumer segment, which has an average conversion rate of 2.53 percent. Likewise, the average order value of military personnel was 23.39 percent higher than U.S. shoppers.

                             

"As marketers know, data can tell a story and the EQ1 2013 tells the story of a fast-growing ecommerce market where companies face growing opportunities and challenges," said Blair Lyon , vice president, marketing, Monetate. "We focused this EQ on social commerce since the data shows the companies have not yet cracked the code in leveraging social media to drive ecommerce traffic. We know that social media plays an important role in influencing social purchases – to what degree brands are able to leverage social to build loyalty is the next big question."

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