Smartphones and tablets continue to grow more influential to online retail, according to [download page] Monetate’s Q4 2012 e-commerce quarterly report. Traffic from smartphones has jumped from 4.1% share of online shopping sessions in Q4 2011 to 10.7% in Q4 2012, finds the report, while tablets’ share of e-commerce traffic has grown from 4.1% to 9.8%. Overall, then, smartphones and tablets drove 20.6% of total e-commerce traffic in Q4, more than double their 8.2% share from a year earlier. And on Christmas day, which set a record for new device activations, smart devices accounted for a whopping 31.6% of traffic.
In Q4, as in previous quarters, traditional devices (such as PCs and laptops) delivered the highest conversion rate, at 4.45%. Not far below were tablets (3.98%), with smartphones further back with a 1.21% conversion rate. The high-traffic, low-conversion-rate nature of smartphone shopping indicates that the devices are being used more for research than for purchases.
Among tablets, the iPad (4.07%) sported the highest conversion rate, while accounting for a dominant 90.3% of tablet traffic. Among smartphones, Android devices (1.22%) and the iPhone (1.20%) were virtually tied in terms of conversion rate, though iPhones delivered far more traffic (61.1% vs. 37.5%).
In terms of average order value, the iPhone was slightly behind Android devices ($113.48 vs. $114.81), while the iPad ($104.73) and Kindle Fire ($104.28) were neck and neck, outstripping Android ($91.52).
Overall, smartphones boasted the highest average order value ($113.95), followed by tablets ($104.30) and traditional devices ($98.72). Average order value from smartphones was up 16% quarter-over-quarter.
About the Data: Monetate’s E-commerce Quarterly analyzes a random sample of over 100 million 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.