Despite the fact mobile devices are now the dominant way that consumers browse and search the internet, mobile ad clicks and conversions are less valuable than those on the desktop. That’s according to an analysis of 10 million ad clicks across 100 accounts by digital marketing agency AccuraCast.
Mobile conversions growing but less valuable. But while mobile conversions grew a significant 10 points from 2018 to 2019 (39% to 49%), the majority of conversions still come from the desktop. AccuraCast said, “overall, desktop visitors convert 60% more than mobile visitors, and conversions from a desktop device are worth 93% more than mobile conversions, on average. (For B2C companies, conversion value was calculated as the average order value, and for B2B it was calculated as the lead value and propensity to buy.)”
Historically AOV for desktop transactions has been higher than on mobile devices. This is backed up by multiple other studies and reports. As a generalization, consumers browse on mobile devices and tend to buy on the desktop — although that is changing.
A year’s worth of data analyzed. The firm looked at mobile and desktop ad clicks between August 2018 and and August 2019. Mobile impressions, clicks and conversions (e-commerce or lead capture) grew during the 12-month period.