Contentsquare data shows how the fashion industry fell out of love with tablets – Retail Times



Ten years ago, tablets were the darling of the London fashion scene. Held up as the future of shopping. London fashion designer Richard Nicoll once described the iPad as “the unavoidable direction of the future”.

Despite this promise, new data from Contentsquare — released during London Fashion Week — shows that tablet-based experiences are letting fashion buyers down.

According to the digital analytics company, which analysed over 2.7 billion user sessions across hundreds of fashion sites, tablet-based experiences are falling behind mobile and desktop.

In fact, the average fashion site is now 78% slower on a tablet than on a mobile browser and 68% slower than on desktop browser.

As it stands, tablet usage accounts for only 5.4% of total web traffic across the UK, which could explain the devices’ neglect in the fashion industry.

Interestingly however, users who visit by tablet are often more engaged, with Contentsquare’s data showing that shoppers spend more time browsing fashion items when browsing on a tablet (5.1 minutes) than on mobile (3.4 minutes). Tablet users also have a higher overall rate of conversion across the fashion industry (3.9% compared to 3.2%).

Across the board, fashion sites are 1.5% slower (20 milliseconds) than other industries, with Contentsquare calling for brands at London Fashion Week to focus on improving their digital experiences.


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Ten years ago, tablets were the darling of the London fashion scene. Held up as the future of shopping. London fashion designer Richard Nicoll once described the iPad as “the unavoidable direction of the future”. Despite this promise, new data from Contentsquare — released during London Fashion Week — shows that tablet-based experiences are letting fashion…