Consumers access store and marketplace websites via their computers 10% more from Monday to Thursday compared to other days of the week. Access via mobile devices drops on these days, while computer usage decreases significantly on weekends.
In terms of "engagement," activity records decrease significantly on weekends, regardless of the access device, reaching a minimum value on Sundays.
These are data from a study by Mixpanel, a platform specializing in data analysis, which studied the behavior of more than 1.200 billion internet users worldwide between 2018 and 2019, and specifically, the use of computers, smartphones, and mobile applications when making purchases.
Data from the "2019: Product Benchmarks Report" suggests that the need to use an app to shop online creates a barrier, as it doesn't offer the immediacy and convenience that internet users value and prioritize.
Furthermore, the study states that the main challenge for retail brands lies in customer recurrence rate, that is, the ability to get customers to return to their store over time. Analyzing this recurrence, Mixpanel concluded that food stores have a recurrence rate of 25% after one month and 35% after four months. In the case of stores offering lifestyle products, this rate is around 20% after one month, which is understandable given the nature of the products and the frequency with which they are purchased.
More than 250 apps and websites worldwide and over 26 companies from different sectors rely on Mixpanel's data analytics solution. The platform is focusing on its expansion in the European market, having invested €100 million in its internationalization. Thanks to this investment, it opened its European headquarters in Barcelona and will create up to 70 jobs in sales, analytical consulting, and technical support by the end of the year. In addition, it will expand resources at its London office and open new facilities in Paris and Amsterdam. Mixpanel's clients include companies such as Samsung, Twitter, BMW, Vente Privée, Mercadona, Skyscanner, and FreeNow.
