Mobile now accounts for 25% of e-commerce: report

January 06, 2014  |  Russ Martin  |  Comments

But do mobile shoppers convert as often?

Smartphones and tablets now account for 25% of all e-commerce traffic, according to a new report by Monetate.

The quarterly EQ report, gleaned from a random sample of over 600 million online shopping experiences, showed tablets leading within mobile, with 15% of all visits to e-commerce sites coming from tablets, compared to 10% coming from smartphones.

The bulk of this mobile traffic comes overwhelmingly from iOS devices, with over 90% of tablet visits coming from iPads and 63% of smartphones visits coming from iPhones. By comparison, 36% of smartphone visits came from Android devices, while only 9% of tablet visits came from Android tablets.

However, the study showed that conversion rates among consumers on computers edged out those on mobile, at 2.65% for traditional visits, 2.18% for tablets and 0.85% for smartphones. Conversion rates were similar across smartphones, while the iPad showed a higher rate of conversion (2.24%) than Android (1.66%) or Kindle Fire (1.34%).

Tablet shoppers spent the most, with an average order of $138.75, compared to $136.15 on computers and $114.14 on smartphones.

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