Smartphone Users Boast a Higher Average Order Value Than Tablet Users
According to Monetate’s “Ecommerce Quarterly: EQ 2012” report, smartphone users have a higher average order value (AOV) than tablet users. Also, traffic from search yields a higher AOV than traffic from email or social.
The study examined smartphones’ share of total website traffic. It found that 5.41 percent of total visits to leading e-commerce websites came from iPhones in the second quarter, up from 2.45 percent in the second quarter of last year. Meanwhile, 3.31 percent of traffic came from Android phones in the second quarter, up from 1.76 percent in the same period in 2011.
“Despite the growth in iPhone market share, shoppers on Android-powered smartphones continue to convert better (1.26%) than iPhone users (1.00%),” according to Monetate.
The report found that 61.19 percent of smartphone visits to leading e-commerce websites come from iPhones, while 37.46 percent come from Android phones. This gap is notably larger than it was in the fourth quarter of 2011, when the split was 52.27 percent for iPhone and 46.14 percent for Android.
Monetate also looked at tablet market share and found that in the second quarter, the iPad owned 88.31 percent of the tablet market, followed by Android with 6.58 percent and Kindle Fire with 5.11 percent. The company noted that Android tablets have a conversion rate of 3.58 percent, while iPads have a conversion rate of 3.19 percent.
The report also looked at AOV by device. It found that for desktops/laptops, Mac computers had an AOV of $102.83, followed by Windows with $88.75 and Linux with $84.91.
For smartphones, iPhones had an AOV of $97.49, followed by Android phones with $97.16 and Windows phones with $92.45.
For tablets, iPads had an AOV of $96.80, followed by Android tablets with $95.81 and Kindle Fire with $84.56.
Monetate also looked at conversion rates and AOVs by traffic source. It found that traffic from email exhibited a conversion rate of 4.25 percent, while traffic from search had a conversion rate of 2.49 percent and traffic from social networks had a conversion rate of 0.59 percent.
Search also led the way in terms of AOV with $90.40, followed by email with $82.72 and social networks with $64.19. While social is getting a lot of attention these days, the tried-and-true channels of search and email are still proving their worth.
A separate report from comScore revealed that online retail spending (non-travel) reached $43.2 billion in the second quarter, up 15 percent from the same period last year.
“The top-performing online product categories were: Digital Content & Subscriptions, Consumer Electronics, Flowers, Greetings & Gifts, Computer Hardware and Apparel & Accessories,” according to comScore. “Each category grew at least 16 percent vs. year ago.”
Nielsen recently listed the top 10 smartphone shopping apps in June. eBay Mobile was No. 1 with a unique audience of 13.2 million users, each spending an average of 1:04:02 (hh:mm:ss) with the app. Amazon Mobile followed with 12.1 million users and an average time spent of 0:18:39. Groupon, Shopkick, LivingSocial, Walgreens, Target, RedLaser, Out of Milk Shopping List and SavingStar Grocery eCoupons rounded out the list.
Sources:
http://pages.monetate.com/eq/?src=M-W-Web&ast=R-EQ
http://www.comscore.com/Press_Events/Press_Releases/2012/8/comScore_Reports_43.2_Billion_in_Q2_2012_U.S._Retail_E-Commerce_Spending
http://blog.nielsen.com/nielsenwire/online_mobile/top-mobile-shopping-apps/
