Smartphones have been the device of choice for accessing sites, services and applications across Europe, according to Adobe Analytics Cloud.
The company spoke to over 1,000 consumers across the UK, Germany, the Netherlands, Sweden and France on what devices they use and how they use them.
The information appears to confirm that mobile is currently representing an ever-growing segment of traffic.
An average of 41 percent of web traffic came from smartphones. That is up from 32.
In terms of different industries services show the largest growth with 53 percent of traffic coming from mobile. Entertainment and Media follows with 52% and retail comes in third with 46%.
Around the continent, smartphones accounted for 31% of web visits in 2016, up from 22% in 2015. At the period desktop traffic fell from 65% to 58%.
Consumers favor smartphones
57% of respondents reported that their smart phone has been their device.
Towards cellular domination, the tide has shifted for tasks. 73 percent of customers use their phone to check directions, 70% for reading and replying to emails and 65% for social websites.
In 2015, 37 percent of consumers reported performing most of their eCommerce. In 2016 this had climbed to 45%.
“From assessing their bank accounts to their inboxes, smartphones are now the go-to device. Best of the brands are beginning to take the lion’s share of mobile web traffic, however there is more progress to be produced.
“Brands should look to the financial services and retail industries, in which the balance was tipped, and embody their investment in building engaging, compelling mobile experiences”, David Burnand, Enterprise Marketing Director, Adobe EMEA commented.
But…occasionally a desktop computer is easier
There’s a clear disconnect between what they want and what they get, while mobile is definitely the preferred method for nearly all European customers.
64 percent of respondents say that mobile browsing is worse than desktop, with 55% saying that they have to switch to a desktop computer or tablet to finish tasks.
For marketers, the report found that average time spent on mobile websites feel from 6.1 minutes in 2015 to 5.9 at 2016. In fact, desktop computers to have a higher rate of ‘stickiness’ (the amount of traffic that stays and participates) at 46% then smartphones (34 percent).
So what’s causing visitors to leave sites? Slow experiences (47%), small screens (40 percent) and poor website design (37 percent) were the most mentioned variables.
“If the mobile experience does not stack up, customers will switch to a desktop site, or even a competitor that provides a much better experience,” proceeds Burnand.
“The experience must be fluid across apparatus; consumers don’t wish to understand a new way on cellular and in another on desktop computer. They want a unified experience, and they want brands to have a singular opinion of them also.”
