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Play.com Rakuten

Mobile browsing highest between 6am and 8am

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By The Drum Team, Editorial

June 18, 2012 | 2 min read

The highest level of mobile browsing activity takes place between 6am and 8am in the morning with users browsing from bed or on the early morning commute, research from Play.com has found.

The data insights also found that shoppers are most likely to click through on deals via their mobile during this early morning timeframe.

Rakuten-owned Play.com also revealed that the online retailer clocks its highest browsing figures and highest volume sales conversions from 8pm to 10pm every Monday evening, which the company puts down to workers dealing with Monday blues.

Thursday morning is the second most significant day of the week for online sales, particularly sales of high value electrical goods, with Play.com suggesting the timing is so people get their goods in time for the weekend.

Adam Stewart, marketing director at Play.com, said: “Whilst mobile shopping is gaining significant momentum, our findings show that it’s still a tech savvy audience that’s making that leap to mobile commerce. Consumers through the mobile channels are more likely than their desktop counterparts to purchase new technology and invest in blu-rays.”

Browser dwell times indicate that fashion and literature the items which are most likely to be purchased on impulse, with the average users dwelling just over 40 seconds on clothes before purchase and under a minute on books, compared to considered purchases such as TVs which have an average dwell time of around two minutes.

It was also found that there is a peak in late night shopping conversions from midnight on Friday, and that video game and technology fans are most likely to make a purchase at 4am.

Play.com Rakuten

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