Customers responding to email marketing and shoppers navigating directly to online stores (including app traffic) accounted for the highest share of purchases on phones in the first quarter of 2014, according to a recent report from Custora.
Email marketing generated 26.7% of retail purchases made on phones in 1Q14, compared with only 20.9% of sales on desktops and 23.1% on tablets.
Direct traffic also drove a larger share of purchases on mobile phones compared with desktop, with one-third (32.9%) of sales coming from shoppers who went straight to online stores/apps.
On tablets, paid search was the leading marketing channel in 1Q14, driving 24.8% of sales.
Below, additional key findings from the report, which was based on US e-commerce data from over 100 retailers, 70 million consumers, and $10B in transaction revenue.
E-Commerce by Device
In the past four years, the percentage of traffic to e-commerce sites from mobile devices (phones and tablets) jumped from 3.4% to 36.9%.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji