With the holiday season over it’s time for the postmortems. And while comScore has yet to release its final retail e-commerce tally, IBM has revealed some data from its Digital Analytics Benchmark. The results appear to lend further weight to the concept of smartphones being used for research, and tablets for purchases: while smartphones far surpassed tablets in online shopping traffic share (21.3% vs. 12.8%) during the fourth quarter, tablets drove 11.5% of all online sales, compared to 5% for smartphones.
In all, mobile accounted for close to 35% of all online traffic during Q4, an increase of 40% year-over-year. Mobile’s share of online sales also jumped, growing by 46% year-over-year to reach 16.6%.
As was the case during key holiday shopping dates Black Friday and Cyber Monday, iOS clearly ran ahead of Android in terms of online traffic and sales share. For the fourth quarter as a whole, iOS devices accounted for almost 5 times the online sales share of Android devices (12.7% vs. 2.6%), despite only accounting for twice the traffic share (22.1% vs. 10.6%).
- During the Q4 period, the average order value (AOV) for tablets was $118.09, compared to smartphones’ $104.72.
- The AOV for iOS users ($115.42) was almost 40% higher than for Android users ($83.56).
- Shoppers referred from Pinterest spent about 82% more per order than shoppers referred from Facebook ($109.93 vs. $60.48). However, Facebook referrals converted at more than 3.5 times the rate of Pinterest referrals.