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Traffic to e-commerce websites is now almost evenly split between desktops and mobile devices, according to recent research from Monetate.

The report, which is part of a quarterly series, was based on Monetate data from more than seven billion online shopping sessions that took place during 2Q16 on e-commerce sites in the United States and the United Kingdom.

Some 51% of visits to e-commerce sites came from desktop computers in 2Q16 (down from 58.7% in 2Q15).

Smartphones accounted for 35.4% of traffic (up from 25.7% in 2Q15), and tablets accounted for 13.5% of traffic (down from 15.5% in 2Q15).

Windows devices/computers accounted for 37.9% of all visits to e-commerce sites in 2Q16; iOS devices accounted for 33.5% of all visits; and Android devices accounted for 15.5%.

The average conversion rate for all the sites examined was 3% in 2Q16.

Desktop computers had an average conversion rate of 4% in 2Q16; tablets had an average conversion rate of 3.5%

About the research: The report was based on Monetate data from more than seven billion online shopping sessions that took place during 2Q16 on e-commerce sites in the United States and the United Kingdom.

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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