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Published
Aug 23, 2017
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Most luxury site visitors use mobile - new report

Published
Aug 23, 2017

Luxury brands ignore mobile at their peril when it comes to their online operations with a new report showing that two-thirds of visitors to luxury label websites are using a mobile device.


Luxury shopping for Millennials is increasingly a smartphone activity



Research from Content Square said such sites are often designed with older, more affluent shoppers in mind but mobile-first Millennials are using them a lot and they want a quick, easy experience. In fact 37% of their visits last an average of less than a minute.

They behave very differently to older shoppers in other ways too, said the company. But clearly the differences will fade in importance as years go by and Millennials become the key shopper group globally.

Internet Retailing reported Content Square saying that those who use mobile devices demand speed, with browsing speed 1.8 times faster on mobile than on a desktop. Apparently, there’s a 50% likelihood of a luxury shopper on a smartphone or tablet exiting a luxury site after only five seconds of loading time.

They also seem to have little time for viewing inspirational content, even though, in an apparent contradiction, they believe it’s important.

Some 91% of those browsing view less than a minute of such content and prefer the direct approach by going straight to product and category pages. When they do view content, they prefer it to be in list format. This list preference and the need for speed suggest that flashy technical work, long videos and other features might be a waste time in many cases and also that positioning content near product pages is crucial for it to be seen.

And as for those product pages, mobile users spend 12 seconds looking at each product that they view and find find poor page loading times to be a huge turn-off. Some 13% of luxury site visitors over six product pages during their first visit.

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