Intelligence Report  May 1, 2014

Mobile & Tablet 2014

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This report profiles data and insights into the role smartphones and tablets play in direct-to-consumer strategies. It examines the mobile investments of 126 brands across 4 verticals: Fashion, Watches & Jewelry, Beauty, and Retail.

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Mobile & Tablet 2014

May 1, 2014

L2 released an animated video this week along with the Intelligence Report: Mobile & Tablet. A few highlights: – Mobile Moment: the point in time when a site’s mobile traffic surpasses desktop. – Most brands have not yet reached a Mobile Moment. Mobile and tablet browsing accounts for 31% of all site traffic. For retailers, mobile and tablet accounts for 11% of sales. – However, U.S. internet users log more time on mobile devices than the PC. They spend 43% of their time on PCs versus 44% on smartphones. – Smartphone users spend on average 15 hours a week researching products online, and are 5x more likely to convert in-store than on mobile. Therefore, the mobile opportunity lies in facilitating the consumers journey to the store rather than facilitating the mobile purchase. – Brands are not taking advantage of that opportunity. Just 19% of brand surveyed link from mobile ads to store locators. 8% offer click to call, and 2% embed directions to the store. – Tablets have 3x the conversion rate of smartphones, and TV viewers with a tablet in hand are 1.5x more likely to buy a product advertised on TV, compared to those holding a smartphone. – Yet, brands have been slow to optimize for tablet. 90% of brand tablet sites lack swipeable image galleries and 14% have technical quirks. For more on the mobile investments of 156 brands, download an excerpt of the Intelligence Report: Mobile & Tablet. View More: Signup for updates: Follow us on LinkedIn: Follow us on Twitter: Follow us on Facebook:

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