The data offers valuable insight into how consumers use mobile devices for shopping. The trends also highlight how mobile shopping activity compares with similar behavior on desktops. While 48 percent of retail site visits from desktops occur between noon and 8 p.m., only 40 percent of site visits through mobile devices occur during this time frame.
Instead, mobile sees almost one-third of its retail website traffic — 31 percent — between 8 p.m. and 4 a.m. That’s nearly 25 percent more than desktop-based retail traffic over the same hours. According to Compete, these trends can be attributed to how mobile device usage is affected by traditional work hours. Evening hours, as well as Saturdays and Sundays, are the most active days for mobile retail, while Mondays and Tuesdays see the greatest amount of desktop-based retail traffic.
Changing Trends as the Week Progresses
While PCs see a much larger percentage of traffic on Mondays and Tuesdays than do mobile devices, this dominance wanes as the week wears on. Desktop computers see their percentage margin decrease on Wednesday and Thursday — in fact, Thursday’s retail site visits are almost dead-even between mobile and desktop devices, with PC’s percentage share just 0.1 percent better than mobile.
On Friday, mobile devices take over, claiming a 0.3 percent advantage over the course of the day.
This type of consumer behavior data is critical for businesses working to more efficiently target consumers online. Understanding how, where and when to find online shoppers can improve marketing efforts and improve a brand’s relevance to its target audience.
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