Desktop vs. Mobile Return on Ad Spend (ROAS) comparison

Average Conversion Rate

Higher. Average desktop conversion rates can be nearly twice as high as mobile rates, with desktop averaging around 4.3% in early 2025 versus 2.2% for mobile.

Lower. Despite higher traffic, mobile conversion rates consistently lag behind desktop, often due to friction in the checkout process and other user experience issues.

User Behavior

Detailed research. Users are more likely to perform complex tasks, research extensively, and complete detailed forms or purchases on a desktop. This higher purchase intent contributes to a better ROAS.

Quick browsing. Mobile users often browse in shorter, more frequent sessions and are easily distracted or interrupted. While they may initiate research on a phone, they are less likely to convert immediately.

User Experience (UX)

Fewer issues. Larger screens and mouse-based navigation make forms, checkout, and overall site interaction smoother, leading to fewer abandoned carts.

Higher friction. Smaller screen sizes, navigation issues, and slow load times can create a frustrating user experience and lead to higher bounce rates and cart abandonment.

Ad Reach and Clicks

Lower volume. Desktop traffic and clicks are lower than mobile, reflecting the broader trend of mobile dominance in internet usage.

Higher volume. Mobile devices generate the majority of web traffic (almost 60% globally) and the majority of digital ad clicks (60–70%).

Average Order Value (AOV)

Higher. Many e-commerce sites see a higher average order value on desktop, as users tend to browse more extensively and feel more comfortable making large purchases on a larger screen.

Lower. While mobile e-commerce is growing rapidly, the average order value is typically lower than on desktop.

Attribution Complexity

Simpler path. The customer journey is often simpler to track within a single desktop session, with fewer device-switching instances.

Cross-device journey. Mobile users may start on their phone and finish a purchase on their desktop, complicating attribution and potentially causing a lower ROAS to be recorded for the mobile channel.

Optimization

Focus on site experience. Efforts are often concentrated on optimizing the website for faster load times and ensuring a seamless, low-friction checkout process to maximize conversions.

Focus on user flow. Optimizations center on mobile-specific aspects, such as simplifying navigation, improving page speed, and ensuring a streamlined, one-click checkout.

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