Notes: US e-commerce conversion rates on smartphones (1%) distantly trailed comparable rates for tablets (3.11%) and traditional computers (3.78%) during Q4 2014, according to Monetate’s latest quarterly analysis covering a random client sample. Indeed, unlike tablets and computers, conversion rates on smartphones failed to keep pace with the year-earlier period. The study notes that, globally, top performers far outstripped the industry average (6.44% vs. 2.84%) in average conversion rates. Meanwhile, in the US, smartphones ($113.10) topped tablets ($80.69) in average order value during Q4 2014, and also comprised a greater share of traffic (18.2% to 15.8%).
About the Data: The Monetate E-Commerce Quarterly (EQ) analyzes a random sample of exclusive Monetate customer data, which includes more than seven billion global online shopping experiences, using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.