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Internet users on all devices are scrolling farther and farther down on e-commerce site pages, according to a recent report from Content Square.

The report was based on data collected between August 2013 and November 2014 from 50 million browsing sessions on the websites of 100 top global retailers.

Scroll rate—the position of the last line viewed by a consumer—increased on e-commerce sites across all devices between 2013 and 2014, the analysis found.

Scroll rate increased 5% on desktops: Consumers went an additional 40 pixels lower on e-commerce pages, on average, in 2014 than in 2013.

The scroll rate on smartphones increased 18% in 2014 (300 additional pixels per page), and 42% on tablets (1,000 additional pixels).

Other key findings from the report include the following:

  • 15% of consumers now make it to the footer of an e-commerce page, compared with just 5% in 2011.
  • E-commerce pages in China are 20,000 pixels tall on average, compared with 2,500 pixels in Europe.
  • Consumers who scroll more tend to buy more. For example, people on tablets who make a purchase scroll 25% farther down on a page, on average, than non-buyers.

Check out the infographic for more insights:

About the research: The report was based on data collected between August 2013 and November 2014 from 50 million browsing sessions on the websites of 100 top global retailers.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji