Direct-to-site customers represent the most valuable mobile commerce traffic segment, details Monetate in its latest quarterly report covering Q2 e-commerce activity. This segment – which accounted for a majority of mobile commerce traffic – sported a conversion rate more than twice the rate of search-referred mobile visitors (0.9% vs. 0.41%). But search and social have their own bright spots.
Mobile search referred more than 40% of traffic to mobile commerce sites, and this traffic had the lowest bounce rate (39%) of the three segments. But, search’s average revenue per session ($0.46) was less than half the comparable figure for direct-to-site customers ($1.04). Read the rest at MarketingCharts.