Screen Pages

Conversion rates from tablets are four times higher than smartphones: stats

Throughout 2012 we’ve seen numerous studies that highlight the massive difference between shopping behaviours on tablet and smartphones.

The usability of each device should make this obvious, yet they were often – and occasionally still are – lumped together in the mobile category when comparing sales and traffic stats to desktop computers.

This is despite the fact that data published by Adobe in May shows that one tablet generates as many website visits as four smartphones.

By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet.

However, smartphones only maintain a greater share of website visits due to the lower penetration rate of tablets, with 5x more smartphones shipped across North America and Western Europe compared to tablets.

Generic search terms converting poorly for niche retailers

A study into the search traffic of some niche retailers in the UK finds that, while they are doing well for SEO for generic search traffic, these terms are not necessarily converting very well.

ScreenPages has been analysing the traffic to around 50 of its clients’ websites, which mainly includes niche retailers and mail order companies, and has found that 25% of all traffic comes from generic organic search terms.