EcommerceBytes-NewsFlash, Number 2701 - December 22, 2011     2 of 4

Mobile Shopping Doubles, with Apple Users Doing the Most Buying

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The share of U.S. online retail dollars attributable to mobile devices has doubled in the last nine months, according to RichRelevance, which found more than 15 percent of shopping sessions occurred on mobile devices in December.

In April of 2011, just under 9 percent of all shoppers were browsing using a mobile device. By December of 2011, the share had reached 18 percent of all consumers.

Shoppers purchasing from their mobile devices represented 3.74 percent of total sales in December, up from 1.87 percent in April of 2011. iPad and iPhone shoppers accounted for 90% of all mobile purchases in December, up from 88 percent in April, and they spent 19 percent more per order than Android users.

RichRelevance's Holiday Shopping Study analyzed the shopping patterns of U.S. online consumers. The study was based on more than 3.4 billion online shopping sessions taking place between April 1, 2011 and December 18, 2011 on the websites of U.S. online retailers including mass merchants and small and specialty retailers, including 10 of the 25 largest retailers on the Web.

The study also found that weekends and holidays are generally prime time for mobile shopping.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

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