Smartphone visits also are becoming much shorter in terms of overall session duration and the number of pages viewed per visitor, said Costa Lasiy, a data science analyst for ADI.
“The attention span of users is becoming shorter, and we think it’s because they are expecting higher quality, straight-to-the-point browsing experiences,” she said. “They don’t want to go through 20 pages, especially when they’re on their smartphones. Retailers that are hoping to close the visit-to-revenue gap might want to consider simplifying their mobile experiences.”
5G will make a world of difference, especially given the relationship between conversion and connection speed or page load times. According to Google, 53% of mobile users abandon sites that take longer than three seconds to load. According to ADI’s estimations, 5G and improved connectivity could mean an additional $12 billion in revenue per year for retailers by 2021.
Overall, online visits to U.S. websites have been flat for the past three years, ADI found. And, given that a whopping 76.2% of the U.S. population was already connected to the internet as of 2016, significant growth won’t come from new users, ADI said. “To stay relevant, websites have to embrace the shift to smartphones, as they are the only devices that have seen growth in online visits,” Lasiy explained.
Indeed, smartphone visits to U.S. websites are up 89.4% since January 2015, while tablet and desktop both declined in visits — down 30% and 16.6%, respectively.