Trends Tool

Examining The Mobile Pathways Of US Shopping Websites

A Forrester Data Snapshot

June 16th, 2016
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan

Summary

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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With
Reineke Reitsma
Theresa Pappafotopoulos
and Xiaotong Duan