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Purchases via Smartphone Have Highest Average Order Value

August 20, 2012

The average order value (AOV) of smartphone traffic to online retailer websites reached $97.39 in the second quarter of 2012, higher than that of tablets ($96.11) and traditional devices ($91.86), according to a report by Monetate, which analyzed a random sample of more than 100 million online shopping experiences for the quarter.

The reported second-quarter smartphone AOV ($97.39) was down from the $104.96 recorded in the previous quarter. By contrast, tablets recorded a comparatively smaller quarterly drop in AOV, from $96.83 in 1Q12, to $96.11 in 2Q12.

In the smartphone category, iPhone users spent more money when shopping via their devices. iPhone traffic to retail websites recorded an AOV of $97.49, beating out both Android ($97.16) and Windows ($92.45) smartphones. That's the first quarter since 3Q11 that iPhone users have recorded the highest AOVs.

In the tablet category, iPad traffic generated an AOV of $96.80, compared with $95.81 for Android tablets and $84.56 for the Kindle fire.

As for traditional devices, the AOV for Mac ($102.83) far outperformed Windows ($88.75) and Linux ($84.91).

Below, additional findings from Monetate's "Ecommerce Quarterly EQ2 2012" report.

Share of Traffic Retail Sites

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  • by Rishi Mon Aug 20, 2012 via web

    I also wanted to add that it's interesting how desktop/laptop still remains the primary shopping device going forward. Meanwhile, marketers are optimizing their websites, making them more mobile and tablet friendly. In the end, it comes to this: tablets are for passive shopping (browsing), cell phones are for urgent shopping/browsing (when no computer is around), and computers are where a majority of purchases are completed. Of course there will be a change going forward, but for now, optimizing your user experience will go a long way. Check out our mobile marketing cheat sheets at

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