More than one out of every five visits to e-commerce sites came from a mobile device in the final quarter of 2012, according to Monetate’s recently released ECommerce Quarterly for Q4 2012 (EQ4 2012). The report reveals that these numbers represent a significant increase in smartphone and tablet usage during the holiday shopping season over the same timeframe in 2011.
Throughout the quarter, 20.55 percent of website visits were made from mobile devices. That number more than doubles the mobile share from Q4 2011, when tablets and smartphones represented only 8.21 percent of total website visits.
E-commerce website visits from all mobile devices more than doubled on Cyber Monday, rising from 7.9 percent of total website visits in 2011 to an 18.87 percent share in 2012. This trend continued to rise, and by Christmas Day, nearly one-third of all traffic came from mobile devices. Broken down, tablet use and smartphones were nearly equal that day, with 16.05 percent of traffic coming from smartphones and 15.57 percent arriving via tablet. Both of those numbers were larger than the entire mobile share on Christmas Day from the previous year, when smartphones and tablets combined accounted for just 14.45 percent of total traffic.
“One of the most telling insights from the EQ4 2012 is the Christmas Day device data…” said Monetate CMO Kurt Heinemann in a press release. “This reveals the mobile is increasingly the device of choice. When consumers have leisure time and any device at their disposal, they reach for the tablet or smartphone. E-commerce had better be paying attention to this trend.”
The study also notes that the average order value (AOV) varies by device, and it seems that the smaller the device, the higher the average purchase is. Throughout the fourth quarter, the average purchase made on a smartphone was $113.95, while the average order on a tablet was $104.30 and the average on a desktop or laptop computer was $98.72.
Overall AOV was down 2.95 percent compared to Q4 2011. However, during December there were 15 days when total AOV was above the average, compared to 12 above average days during December 2011. The authors of the study interpret this to mean that the e-commerce holiday season is getting longer, and certainly doesn’t end after Cyber Monday.
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