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February 25, 2013

Insights on Ecommerce Trends and Device: Smartphone vs Tablets vs PC

One out of every five visits to leading ecommerce websites now comes from either a tablet or smartphone. By the end of November, tablets and smartphones had already taken an unprecedented share of holiday website traffic, including on Cyber Monday when website visits from both devices more than doubled in one year, from 7.90% to 18.87%. In fact, conversion rates from tablets were slightly higher on the Tuesday (6.72%) following Cyber Monday (6.31%).
The AOV of consumers on smartphones increased 15.56% in December compared to a year earlier. When comparing the same key performance indicator to the previous three months, smartphones experienced an almost identical AOV gain of 15.68%, far outpacing increases from users on tablets (3.79%) and traditional desktop or laptop computers (4.24%). When looking at inbound traffic sources, the AOV from social networks increased 5.74%.
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