Smartphones and tablets continue to wield strong influence as shopping devices, per the latest quarterly e-commerce report from Monetate. Tablets accounted for 10.6% of e-commerce site traffic in Q1, up from 8.9% a quarter earlier, while smartphones also exceeded 10% of traffic (10.44%), though with only slight growth from the previous quarter. The report also shows that in Q1, tablet traffic converted at a slightly higher rate than traditional computers (2.6% and 2.5%, respectively), with smartphone conversion rates (0.8%) continuing to lag.
Among tablets, the iPad continued to sport the highest conversion rate (2.7%), with Android (2%) also out ahead of the Kindle Fire (1.5%). The iPad also boasted the highest average order value ($99.05), though that figure has declined for several quarters, and is down from an average of $120.26 in Q1 2012. In terms of traffic share, the iPad dipped fractionally to 89.3%, continuing a gradual downward, while Android rose to 8.2% share of tablet traffic from just 4.8% a year earlier.
It was a different story in the smartphone department. The study demonstrates that the iPhone built on its lead as the primary traffic driver among smartphones, up from 59.8% share of smartphone traffic in Q4 2012 to 63.2% in Q1, as Android-powered phones slipped by more than 3% points to 35.5%. But, the iPhone lost its spot as the top device by conversion rate, slipping to an average rate of 0.76%, behind both Android (0.83%) and Windows (0.82%) phones. The 2 largest drivers, iPhone and Android Phone remained neck and neck when it came to average order value ($107.03 and $107.14, respectively).
Overall, smartphones boasted the highest average order value ($106.98), followed by traditional devices ($99.10) and tablets ($98.59). Among traditional devices, Mac users had an average order value 8.8% higher than Windows users ($106.35 vs. $97.77).
About the Data: The E-Commerce Quarterly (EQ) analyzes a random sample of over 500 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 ecommerce business.