Consumers browse from mobile but purchase from desktop

According to recent white paper from Marine Software that analysed performance of advertising with over $6B of annualised budget,  mobile device use for browsing Internet continues to grow rapidly. Consumers spend 1/3 of time online using smartphones and tablet. What is interesting however that people still prefer to use desktop for online purchases: the conversion rates there are 30% (for display advertising) to almost 4 times (for social) higher than on smartphones.

The inforgaphic below shows share in impressions, clicks and conversion rate for different devices and platforms.

impressions-clicks-conversions for mobile, tablets and desktop, Q4 -2014 infographic

Click to the image to view full size

Several other interesting figures from the research:

  • Desktops are loosing click share mostly to smartphones, share of tablets remains more stable
  • Advertisers spent almost 50% of their budget on mobile devices
  • One of the biggest challenge is to correctly attribute mobile advertising that leads to conversion for multi-device user journey
  • Advertisers invest more than previously in mobile search ads while reduced a bit budget for mobile display advertising
  • While over 50% of all social impressions happens on mobile, 65% of conversions are coming from desktop

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