Although the majority of U.S. smartphone owners have Android devices, most of the traffic coming to Clarus Commerce’s free-shipping cash-back site FreeShipping.com originates from iOS devices, the company reported.
Clarus, which provides e-commerce solutions and subscription services, runs a host of e-commerce shopper sites including ShopSmarter, Return Saver and its flagship FreeShipping.
The later found that 55 percent of all its mobile traffic from the first half of 2015 to the first half of 2016 came from iOS devices, vs. 41 percent for Android phones and tablets, while Windows-based devices ranked a distant third, at 3.5 percent.
Clarus acknowledged that its mobile findings buck the accepted Android-dominant traffic trends.
Meanwhile, an analysis of all of Clarus’ online properties did confirm the accepted wisdom that the smartphone is quickly gaining on the desktop as king of web conduits, at least when it comes to retail traffic. Over the same trailing 12 months, smartphone traffic grew approximately 20 percent, from 19.7 percent to 23.6 percent, while desktop visits fell 10.1 percent, from 67.6 percent of overall traffic to 60.7 percent.
And while tablet traffic showed the greatest growth, up 23 percent, it still trailed the other platforms, with 15.7 percent of traffic.
The big takeaway, Clarus said: Retailers can no longer afford to treat mobile shopping as a secondary concern. Instead, they should be busy building responsive mobile sites and high-value, user-friendly apps with the ultimate goal of creating a seamless shopping experience across desktops, smartphones, tablets and in stores.
The next big opportunity to put those investments to the test will come on Black Friday, Clarus noted. “By offering shoppers quick, easy access to the information, products, and deals they want, retailers can therefore gain a significant edge on stores that fail to do so — not just on Black Friday but throughout the holiday season.”