Mobile Fuels Online Traffic, But Consumers Spend Much Less Time On Sites

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Websites are gaining more traffic from devices, from voice-activated hubs to smartphones and personal computers, but consumers are spending less time once they are there.

Data released this week from Salesforce notes that in the first quarter of 2018 retailers experienced 15% growth in digital revenue, fueled by a 9% uptick in traffic to websites and 6% increase in the amount that shoppers spent.

The biggest challenge seems to be the average time spent on a site, which continues to decline. During the first quarter of 2018, consumers who landed on a website from a mobile phone spent about 4 minutes on the site -- down from 6 minutes in 2017 and 5 minutes versus 7 minutes for a PC, respectively.  

The Q1 Shopping Index analyzes the activity of more than 500 million global shoppers to identify trends and changes in overall shopping activity.

Search use and revenue for brands edged up slightly in the past year. Revenue for brands rose from 19% in the first quarter of 2017 to 20% in the first quarter of 2018. Retailers saw a 1% drop in revenue, respectively, from 29% to 28%. Usage in the same time frame rose from 8% to 9%. Search use for retailers remained flat, but revenue fell slightly.
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