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Consumers Outpace SMBs In Adoption of Mobile Shopping

by | Aug 4, 2016 | BIA, Blog, Mobile-Social, SAM, SMBs

When it comes to online shopping, consumers are more likely to turn to their mobile devices than a computer, according to a new study. Demandware Shopping Index (Q1/2016) analyzed the shopping activities of 400 million shoppers worldwide and found that 47% of web shopping traffic in the U.S. was coming from smartphones, surpassing the 45% coming from a computer. The remaining 8% comes from tablets. The study also found that shoppers are more likely to order from computers than they are smartphones — 66% of orders came from computers compared to only 24% from smartphones and 10% from tablets.

Only 19.1% of small and medium-sized businesses (SMBs*), on the other hand, reported having a mobile website responsive design, according to BIA/Kelsey’s Local Commerce Monitor™ survey of SMBs. Additionally, only 14.1% of the 1,000+ SMBs surveyed reported using a mobile website for advertising and marketing, despite the fact that more than 60% report that some or all of their business sales come from the Internet.

SMB adoption of mobile websites is far behind consumer adoption. This provides a tremendous opportunity to website design/development companies.

*BIA/Kelsey defines SMB as a business with one to 99 employees.


BIA/Kelsey’s LCM, Wave 19 reports can be purchased a la carte in the BIA/Kelsey eStoreOur LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for advertising and marketing.