Digital Analytics Platform

Test Benchmark

Take a closer look.

Click through the sections below for deeper insights on mobile behaviors across industries.

In 2025, consumer behavior has evolved. The mobile device is no longer just a pocket-sized storefront; it has become an on-demand consultant, an in-location problem solver, and a primary line of support. So, what does this mean for mobile investments?

To answer this, we polled 1,600 consumers in the US and UK and paired those insights with anonymized, aggregated data from the Quantum Metric platform. Let's examine the evidence.

Mobile behavior is shifting to more traffic, less conversions.

Mobile traffic continues to grow significantly, now accounting for 77% of all digital traffic—a 5% increase from last year.

This growth is consistent across most industries, with the notable exception of Financial services, which saw a 4% drop in mobile traffic year-over-year.

Globally we see a similar trend, but the pace varies. Shares of mobile traffic in the UK and Europe were 5% lower in 2024, compared to North America, but they’ve caught up in 2025 with a 7% average YoY growth so far.

The Issue

This surge in traffic has not led to a proportional increase in sales.

Mobile doesn’t lead in conversions.

While mobile traffic soars, mobile conversion shares are down 5% YoY. share of actual sales are declining.

Daily purchasing is on the wane.

Just 17% of consumers report making a mobile purchase once a day, a steep drop from 32% in 2024.

This trend is most notable in North America, where there was a 14% drop in mobile conversion shares YoY, compared to a 20% increase in mobile conversion shares YoY for the UK & Europe.

So, if users aren't buying as frequently, what are they doing? The data points toward self-service with 38% of consumers using their mobile device for self-service tools at least once a day and another 33% doing so weekly—a significant jump from 24% in 2024.