The mobile path to purchase can be characterized as unfocused and fleeting, according to recent data from Verto Analytics.
Its December 2017 survey of US digital shoppers found that the average mobile shopping session involves six different apps—including 1.5 shopping apps—and is relatively short: 80% were under 4 minutes.
The apps that take the largest share during a shopping session are a mix of social, search, texting and shopping. Facebook is visited in nearly 8% of sessions, while Amazon (4.9%), Google search (4.5%) and SMS messaging (4.5%) all have similar levels of use.
App usage doesn’t differ wildly between genders: Women spend 3.2 minutes per session compared with 3.0 minutes for men. But age does play a role. Millennials, for example, spend the least amount of time per session (2.6 minutes). By comparison, Gen Xers spend 3.4 minutes, baby boomers spend 4.3 minutes and those 75 and older spend just shy of 5 minutes.
Verto Analytics' findings are in line with a February 2018 study from Salesforce Commerce Cloud (formerly Demandware) that measured retail ecommerce visits of more than 500 million shoppers worldwide by device. In Q4 2017, mobile—though not apps specifically—had the shortest average visit duration (3.85 minutes) compared with tablets or computers.