Direct-to-consumer click-through rates are 3x higher on mobile

Anne Freier | September 2, 2019

Mobile Advertising

The advertising click-through rate for direct-to-consumer (DTC) brands was 3x higher on mobile than desktop, whilst conversion rates were 50% higher. That’s according to new insights by LiveIntent first shared with Mobile Marketer.

The findings highlight that DTC marketers may be better off focusing on mobile to drive clicks and conversions.

Direct-to-consumer brands could also benefit from lower cost-per-conversion (CPC). Mobile CPC was 25% below that of desktop.

Clicks and conversions also performed better on iOS, being three times higher than on Android.

LiveIntent also noted a difference in gender with women responding to DTC ads with two-times more clicks and conversions compared to men.

Overall, DTC performance was stronger in 2019 than 2018 with clicks rising 25% and conversions up 35%.

The top categories included footwear and beauty which outperformed other categories by 2.5x higher conversions and clicks.

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