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For eBusiness & Channel Strategy Professionals

Examining The Mobile Pathways Of US Shopping Websites

A Forrester Data Snapshot

June 16, 2016

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  • By Nicole Dvorak
  • with Reineke Reitsma,
  • Theresa Pappafotopoulos,
  • Xiaotong Duan

Why Read This Report

Smartphone owners often navigate from one mobile destination to the next in a single session. Mobile pathways analysis explores the popular destinations customers visit right before and after your brand’s mobile moments. If they navigate directly to your mobile website upon starting a smartphone session, we call that direct engagement. This data snapshot examines the mobile pathways for six US retail brands: Walmart, Target, Best Buy, Macy’s, Kohl’s, and JCPenney.

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