EcommerceBytes-NewsFlash, Number 2940 - November 21, 2012 
5 of 6 
Report - Tablets, Smartphones Driving More Ecommerce Traffic
By David A. Utter
The proliferation of tablets and smartphones among the online shopping public continues to show impact on ecommerce. In its Q3 Ecommerce Quarterly report, Monetate found big gains in the traffic to online sellers from these portable devices.
According to Monetate, such traffic a year ago accounted for less than 8 percent of traffic flowing to leading ecommerce sites. A year makes a difference, as more people pulled out those gadgets and sent the numbers skyward.
Tablet traffic, barely over 3 percent a year ago to these sites, accounted for 8.37 percent in Q3 2012. Smartphones drove even more. Q3 2011 traffic from smartphones accounted for just over four and a half percent. In Q3 2012? Over 10 percent.
Monetate accounts for this growth by noting the increase in shipments of Android-powered smartphones, as well as the highly anticipated release of Apple's iPhone 5. Even more interesting was Monetate's findings on geography and tablet & smartphone shopping.
California's population drives the most traffic to ecommerce sites. But the state that's home to the progenitors of the iPad rated close to the bottom of tablet traffic market share. Monetate found leading ecommerce sites pulled in the most tablet traffic from Hawaii, Texas, Nevada, New Jersey and Alaska. Each state had tablet traffic market share of over ten percent.
The takeaway from Monetate's Q3 Ecommerce Quarterly for online selling pros should be to ensure one's website looks and works properly on mobile devices. Some hesitancy on committing to implementing such changes, with mobile ecommerce still relatively nascent, should be contrasted with another Monetate finding.
In Q3 2012, traditional ways of visiting leading ecommerce sites yielded an average order value of $91.76. For tablet shoppers, the value was $96.84. Smartphone shoppers yielded an average of $97.82 per Monetate findings.
About the Author
David A. Utter is a freelance writer based in Lexington, KY. Find him on Twitter @davidautter and on LinkedIn.
About the author:
David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.
You may quote up to 50 words of any article on the condition that you attribute the article to EcommerceBytes.com and either link to the original article or to www.EcommerceBytes.com.
All other use is prohibited.