The Battle of the Smartphones: Android vs. iPhone

Smartphone usage is up, up, up... as this infographic from Monetate describes. In a global marketplace dominated by Android, mobile traffic to websites has more than doubled in the past year. But the picture of Android's near monopoly changes when filtered through an e-commerce lens.

There are two superpowers

Despite a much larger number of Androids, iPhones generate greater gains in ecommerce traffic. As of the second quarter of 2012, iPhone also leads Android in its share of total website traffic: 5.41% versus 3.31%. (That advantage is likely tied to Apple's introduction of the 4S in late 2011, and AT&T's offer of free 3GSs with service contracts.)

Average order values are virtually identical

Only 33 cents separate the average order value (AOV) of purchases made on iPhones and Androids. Significantly, smartphone AOV is beginning to rival laptop and desktop AOV. iPhones, for instance, produce an AOV that's only 5% less than that of Apple laptops and desktops.

Many companies remain on the smartphone sidelines

US consumers use smartphones to spend one in ten e-commerce dollars, but the majority of US businesses have yet to implement mobile marketing tactics. Why stay on the sidelines while Android and iPhone slug it out? Get into the profitable fray.