iPhone, iPad Dominate Mobile Shopping


By Darrell Etherington, GigaOM

If people arebuying through mobile online retail sites, they're most likelydoing so on Apple ( AAPL) devices, according to a newreport this week from retail analysis firm RichRelevance. iPadsand iPhones accounted for over 92% of online retail salesnot originating from a desktop device occurring in December,according to the study.

That's up from 88% the last time RichRelevance inApril, and it easily beat out Android and other competing mobileplatforms. Shoppers on Apple devices were also willing to spendmore, with an average order value of $123 vs. Android's $101,and $87 from those shopping from traditional desktop operatingsystems. RichRelevance used data from 3.4 billion online shoppingsessions between April and December at U.S. retailers ranging fromspecialty stores to major e-commerce sites.

Mobile shopping is still a relative drop in the bucket comparedto its desktop companion, with just 3.74% of total onlineretail dollars spent in the U.S., but that number is growing.Thanks in large part to the success of Apple devices, mobile webshopping has doubled in eight months, and RichRelevance CEO DavidSelinger says the trend will only accelerate. Key to being a partof that growth for retailers, Selinger suggests, is "ensuringa seamless experience across the interplay of device, context andconsumer behavior."

Mobile devices seem to be most used for shopping at times whenusers don't necessarily have immediate access to other typesof computing hardware. For example, RichRelevance found that duringThanksgiving, 24% of shoppers visiting retail websites wereon mobile devices, the highest share between November and December.On weekends traffic spikes, too, up to 17%from an averageof 14% during the period measured.

If there's any key takeaway here for Apple'scompetition, it's that the browsing experience is key tomobile commerce. Apple's iPhone still offers the mosttrue-to-web rendering of non-mobile Web sites of any smartphone, inmy opinion, which means that even if online retailers are slow totailor their experience to small screens, shoppers can still have arelatively painless shopping experience. It might also just be thecase that the demographics of Apple mobile device buyers inclinesthem toward mobile shopping anyway, since they tend to have a lotof disposable income and be more responsive to advertising.

Related research and analysis from GigaOM Pro:
Subscriber content. Signup for a free trial.

http://gigaom.com/apple/study-apples-iphone-ipad-account-for-90-percent-of-mobile-purchases/

Get access to over 75 technology market experts! Understand market fundamentals with research reports and commentary from seasoned analysts. Try GigaOm Pro FREE today

Copyright 2011 GigaOM. All Rights Reserved.

More from Technology

EU Apple Users Can Now Download All the Info It Has on Them

EU Apple Users Can Now Download All the Info It Has on Them

Did Trump Just Torpedo the Stock Market Again?

Did Trump Just Torpedo the Stock Market Again?

Venture Capital Funding Surges 49% as Tech Innovation Piques Investor Interest

Venture Capital Funding Surges 49% as Tech Innovation Piques Investor Interest

10 Questions for PayPal Ahead of Its Big Investor Day

10 Questions for PayPal Ahead of Its Big Investor Day

How the Public Really Feels About Autonomous Driving Right Now

How the Public Really Feels About Autonomous Driving Right Now