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The majority of traffic to top 25 UK etail sites comes from mobile, analysis shows

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In the first half of 2016, the majority of visits – some 3.8 billion in fact – to the top 25 online retailers, came via mobile.

So finds Pepper.com, a global social commerce network that includes HotUKDeals in the UK, which has analysed all of the data for the period from Similar Web.

In Q2, 1.8 billion visits were made via mobile, with the traffic share down 2.02% compared to Q1. The share of traffic from desktop was up 2.02% in Q2 2016 compared to Q1, with 1.7 billion visits made via PC’s and laptops.

Like Q1 2016, Very.co.uk recorded the highest share of traffic from mobile in Q2 2016 with 68.91% with 20.6 million visits, which is down 3.14%.

Ebuyer.com, again recorded the highest share of traffic from desktop in Q2 2016 with 67.12% (11.6m visits), which is up 4.63% on Q1.

The findings come against the back drop of an overall decline in the amount of traffic to all etail sites – fixed and mobile – between Q1 and Q2 2016. According to the study, the number of visits to the top 25 UK online retail sites has dropped by nearly 4% between Q1 and Q2 2016.

According to the figures, British consumers made 7.2 billion visits to the top 25 online retailers in the first half of 2016, according to Similar Web data. Amazon.co.uk and eBay.co.uk continue to lead the table of the most popular internet retailers as consumers continue to favour outlets that sell a wide-range of products.

3.5 billion visits were made to the top 25 online retailers in Q2 2016 compared to 3.6 billion in Q1 – down 3.77%. As well as the total number of visits, the number of visits made to Amazon.co.uk and eBay.co.uk also reduced in Q2 2016. Visits to Amazon.co.uk in Q2 2016 dropped 3.02% compared to Q1 with 1.1bn visits (in Q1 they recorded 1.2 billion).

eBay.co.uk lost 1.84% of visits in Q2 compared to the first three months of 2016 recording 1.1 billion visits in Q2.

Out of the 25 most popular online retailers, only six recorded an increase in the number of visits compared to Q1 2016. Homebase.co.uk recorded the highest increase with visits up 12.46% on Q1 2016, followed by hm.com up 11.01%, Asos.com up 7.29%, DIY.com up 6.03%, Screwfix.com up 3.36% and houseoffraser.co.uk up 0.30%.

The full and fascinating findings of the study – which also shows the changing impact on traffic of search, social, display and direct retailer access can be found here.

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