Mobile devices are becoming increasingly important targets for online merchants, but no mobile devices are more important than Apple’s iPhone and iPad. According to the latest research from RichRelevance, iOS devices accounted for just over 92% of all mobile shopping in December.
iPad and iPhone Dominate Mobile Shopping: Apple mobile devices account for the bulk of all online non-desktop sales: just over 92% of the sales originated from an iPad or an iOS-enabled device in December 2011, up from 88 percent in April. Apple mobile devices also have a larger AOV compared to other mobile platforms ($123 for Apple vs. $101 for Android in December 2011) – and far outstrip desktop orders ($87)
The figures are based on data from 3.4 million online shopping sessions from mobile devices collected from April through December of this year. The study also found that Apple devices have increased from taking up 88% of online mobile sales in April to 92% in December.
While mobile devices in general only make up around 4% of all online sales, that figure has doubled since April, suggesting that mobile devices are becoming an increasingly popular way to make online purchases.
It’s very interesting to me that Apple’s iOS devices carry a larger average order value than other mobile devices. Does it suggest that Apple owners have more money? Or that they are more likely to shop for longer periods of time due to the comfort and ease of use of Apple’s products?
