Smartphones achieve higher AOV than tablets but lower conversion rates: stats
The iPhone accounted for 61% of smartphone visits to e-commerce sites in Q2 compared to 37% from Android devices, according to new data from Monetate.
This represents a massive shift since Q4 2011 when iPhones made up 52% of traffic versus 46% from Android.
The launch of the iPhone 4S in October may have had an impact, while new Android devices such as the Samsung Galaxy S3 appear to have had little impact on traffic numbers.
However there’s a different story when comparing tablet traffic. While the iPad still dominates the market the Kindle Fire and other Android devices have managed to take 10% of market share away from Apple in less than a year.
The situation may shift further in Android’s favour depending on the popularity of the Google Nexus 7 when it is released later this year.
Monetate’s report also looks at the average order value (AOV) and conversion rates for different devices. The results are somewhat surprising, with smartphones achieving a higher AOV than tablets.
Both iPhone ($97.49) and Android devices ($97.16) drive higher average orders that iPad ($96.80).
This contradicts data from Adobe’s Digital Marketing Insights report which found that tablet visitors to e-commerce sites spend 20% more than desktop shoppers and twice as much as those using smartphones.
Looking at conversion rates, the Monetate report found that Android devices also convert at a slightly higher rate than their iOS counterparts, but in general tablets convert at three times the rate of smartphones.
‘Traditional’ devices, meaning laptops and desktops, achieve the highest conversion rate of all with 3.34%.
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The report also compares AOVs and conversions by traffic source, with email proving to convert the most visitors (4.25%), followed by search (2.49%) and social (0.59%).
However search achieves the highest AOV at $90.40, followed by email ($82.72) and social ($64.19).