×
2 651
Fashion Jobs
AUTUMNPAPER LIMITED
Alexander Mcqueen Vip & Kol Manager
Permanent · LONDON
ESTEE LAUDER
Clinique - Consultant - Boots, Bluewater - 22.5 Hours, 3 Days - Part Time, Permanent
Permanent · Dartford
ESTEE LAUDER
Clinique - Consultant - Boots, Bluewater - 15 Hours, 2 Days - Part Time, Permanent
Permanent · Dartford
JOHN LEWIS
Loss Prevention Partner
Permanent · CHELMSFORD
BOOHOO GROUP
Senior Commercial Finance Analyst
Permanent · MANCHESTER
BOOHOOMAN
Senior Marketing Manager
Permanent · MANCHESTER
BOOHOO
Paid Search Manager
Permanent · MANCHESTER
DEBENHAMS
Marketplace Business Development Manager
Permanent · LONDON
DEBENHAMS
Marketplace Account Manager
Permanent · LONDON
DEBENHAMS
Marketplace Business Development Assistant
Permanent · LONDON
REISS
Buying Admin Assistant - Graduate Opportunity
Permanent · LONDON
HOMESENSE
Loss Prevention Officer - Full Time Tkmaxx/Homsesense Basingstoke
Permanent · Basingstoke
VIVIENNE WESTWOOD
Warehouse Operative
Permanent ·
VIVIENNE WESTWOOD
Legal Counsel
Permanent · LONDON
VIVIENNE WESTWOOD
Buying Admin Assistant
Permanent · LONDON
ESTEE LAUDER
Tom Ford - Assistant Business Manager - Selfridges, London - 37.5 Hours - Full Time, Permanent
Permanent · London
ESTEE LAUDER
The Estee Lauder Companies - Learning And Development Assistant Manager
Permanent · London
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
Warehouse Area Manager
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
HEAD OFFICE
Head Chef Food Production – Victoria Head Office
Permanent · LONDON
DOROTHY PERKINS
Paid Search Assistant
Permanent · LONDON
Ads
Published
Jan 31, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Global fashion e-shoppers now 'spend more on mobile than desktop'

Published
Jan 31, 2019

Mobile has taken over from traditional laptop and desktop computers as the key channel for online fashion shoppers globally, a new report shows. They’re now spending more money on mobile in total, The State of Fashion eCommerce in 2019 report claims.


Consumers are now shopping more on their mobiles but spending less time on sites when they do so


For the report, mobile means smartphones more than anything else, with tablets counted separately. And given that the study showed that 46% of online sales now go through a ‘mobile’ device, 44% through a traditional computer and the rest through a tablet, that means the combined smartphone/tablet figure adds up to a dominant 56%.

Not that PCs and Macs should be counted out just yet as consumers seem to spend almost 30% less time on a retailer’s website when browsing via mobile, so the opportunities that the greater dwell time on traditional computers present could be signifiant.

So can we rely on the figures? Well, Nosto analysed 1.2 billion visits to fashion webstores around the world last year to come up with its numbers.

And in the process it also found that, aside from actual transactions, 58.1% of traffic to fashion retailers globally happens on mobile, almost double the 31.5% happening on computers, so mobile's status as the key research channel is confirmed.

The report also stressed that mobile is more than just a convenient and alternative channel to desktop, it’s one where consumer behaviour is different.

As mentioned earlier, shoppers spend less time in a site when on mobile and Nosto said retailers need to makes sure their mobile experiences enable their customers to get in and out quickly while also achieving their goals.

That’s perhaps not happening at the moment as conversion on desktop is higher - at 2.4% compared to 1.32% for mobile. Mobile device revenue per visit (RPV) is $1.44, much lower than the $2.76 on desktop. The lesser time spent on mobile (average browsing time of 164 seconds compared to 229 seconds for desktop) might not be about well-crafted mobile experiences, but could be because consumers aren’t getting what they want.

“The fashion retailers in our study are attracting nearly twice as much traffic from mobile as they are on desktop, but this creates a major challenge,” said Nosto CEO Jim Lofgren. “Mobile visitors continue to take less time on site, are spending less per visit and are less likely to make a purchase.”

Copyright © 2022 FashionNetwork.com All rights reserved.