The iPad more than doubled its share of mobile retail commerce sales to 4.6 percent in March, compared to 1.9 percent in April 2011, according to research of billions of online transactions. The iPad drove nearly all shopping, browsing and purchasing in this emerging channel, according to research by RichRelevance, which helps retailers such as Walmart, Sears, Target and Marks & Spencer personalize their customers’ online shopping experience with product recommendations. According to the study, iPad users spent significantly more time and money on retail sites than other mobile users.
Data from March 2012 shows that iPad users accounted for 68 percent of m-commerce shoppers, 90 percent of all mobile revenue and 4 percent of total retail revenue. Conversion rates for iPad users were 1.5 percent compared to 0.57 percent for users of other mobile devices. On average, iPad users browsed six pages of content per session, compared to 3.6 for the iPhone and 4.1 for other mobile devices.
When compared to online shoppers, iPad users spend approximately the same amount on an average order, but buy much more expensive products. They had the highest average order value (AOV) of any mobile device at $158 vs. $105 for other mobile devices and $104 for iPhone and other iOS devices in March 2012. Interestingly, AOV for iPad shopping has reached $158, which is greater than the $153 AOV for those shopping from desktops. While they spend more per average order, iPad shoppers had on average fewer items per order of any mobile device at 2.98 vs. 4.22 for other iOS devices and 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.
