Can your customers get through the checkout?

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Why Aussies are browsing on mobile devices but not checking out the cart.

While the country has the one of the highest rates of mobile device ownership in the world, with 65% for smartphones and over 20% for tablets, only around 60% of Aussie businesses have a mobile optimised website, says research by online marketing agency, dgm.

Hand icon clicking on basket in front of keyboard

The rate of smartphone ownership in Oz is even higher than that of the United Kingdom and America, but while Aussie shoppers are clicking more than their British counterparts, sales are the equal to or slightly less than British retailers.

The dgm Mobile Report  looked into why the proportionately low sales and found that a higher proportion of retailers in the UK have mobile optimised websites, which can make it easier for customers to navigate a website and provide a better shopping experience and up the chances of a sale. 

A higher proportion of advertisers in the UK have mobile optimised websites and shows there is a real opportunity in Australia to close the gap by offering a better shopping experience to the consumer.

- John Matthews, General Manager, dgm

John Matthews, General Manager of dgm, said Australian shoppers are influenced by overseas consumer behaviour so much so that we’re outpacing the rate our businesses are adopting a mobile friendly shopper experience and Aussie retails need to keep up with the needs of consumers. 

“This is being driven by the fact that a higher proportion of advertisers in the UK have mobile optimised websites and shows there is a real opportunity in Australia to close the gap by offering a better shopping experience to the consumer.”

The report also revealed tablet traffic converts higher than desktop or mobile, suggesting that higher socio-economic groups that are more likely to be tablet owners.

Another interesting finding from the report was that while table traffic converts higher than other forms of traffic, Aussie consumers still prefer to shop on computers with desktop driving the highest Average Order Value. A reason for this could be that larger ticketed purchases require more research and these retailers could have more intricate shopping carts, so it’s shopping on desktop could be more user friendly than on mobile devices.

man using a tablet, laptop and smartphone
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