Share of eCommerce Traffic From Smart Devices, Q1 2012 – Q1 2013 [CHART]
Smart phones 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 from8.9% 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. Read the rest at MarketingCharts.