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EcommerceBytes-NewsFlash, Number 2782 - April 13, 2012 - ISSN 1539-5065    4 of 4

Apple iPad Dominates Mobile Shopping

By Ina Steiner
EcommerceBytes.com
April 13, 2012




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RichRelevance published the results of a study on mobile shopping, including detailed comparisons between iPad shoppers and other mobile users. CEO David Selinger said retailers need to understand how shopping behavior changes as consumers hop between devices and must be prepared to tailor the shopping experience in every channel.

The report, the 2012 Q1 Shopping Insights Mobile Study, finds a steady rise in mobile share of revenue from 1.9% in April 2011 to 4.6% in March 2012, with the iPad driving nearly all shopping, browsing and purchasing in this emerging channel.

According to March 2012 data, iPad users spent significantly more time and money on retail sites than other mobile users, account for 68% of all mobile shoppers, and show the strongest conversion rates (1.5% for iPad vs. 0.57% for other mobile devices).

iPad users spend dramatically more - on fewer items - than other mobile shoppers. When compared to online shoppers, iPad users spend approximately the same amount on an average order, but buy much more expensive products.

The average order value for the iPad was the highest of any mobile device: $158 for iPad vs. $105 for other mobile devices vs. $104 for iPhone and other iOS devices in March 2012. While they spend more per average order, iPad shoppers had on average fewer number of items per order of any mobile device (2.98 for iPad vs. 4.22 for other iOS devices vs. 4.41 for all other mobile devices in March 2012). Overall, iPad shoppers averaged $52.66 per item vs. $21.86 per item for desktop users and $23.80 for other mobile users.

The 2012 Q1 Mobile Study by RichRelevance Shopping Insights is based on more than 4.4 billion shopping sessions on U.S. retail websites between April 1, 2011 and March 25, 2012, including mass merchants, as well as small and specialty retailers, including 10 of the 25 largest retailers on the web.

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 ina@ecommercebytes.com.

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