The stats are in, and they reinforce the trends we have been seeing. With iPad purchases up, conversion rates are on the rise – double that of desktop, and almost twice as high as other mobile devices.
Reflecting back on the last year, one thing stands out: mobile strategies are becoming increasingly important. Online retailers that aren’t optimised for mobile devices could be missing out on a considerable amount of sales. Primarily driven by search and display, growth across m-commerce channels has been significant. A UK paper by Affiliate Window and buy.at, M-Commerce – The Complete Picture, based on Affiliate Window’s advertiser network, paints an interesting picture indeed.
The figures in the report reveal that in December 2010, just over 1.5% of all transactions were through mobile. By July 2011, this jumped to 5%. In August of this year, tablets were responsible for delivering the greatest volume of transactions, overtaking the share seen through smartphones. In the same month, UK retailer John Lewis announced that sales of tablet devices had outstripped sales of desktops for the first time. With tablet penetration on the rise, the tablet transaction figures are bound to increase.
In terms of transaction value and conversion rates, tablets are dominating. The average iPad conversion rate for August 2011 was 3.82%, with Android following at 2.58%. Desktop conversions were half that of iPads, sitting at 1.9%. The average order value for iPad was £69.94, compared to £65 for desktop, with average iPhone and Android purchases at £48.34 and £43.76 respectively.
In terms of sectors, fashion accounts for double the percentage of total sales at 3.81% compared to other sectors (1.92% for electrical and 1.21% 1.01% for travel) via tablets. The same trend isn’t repeated for mobile with fashion and electrical sitting at 1.38% and 1.64% of total sales.
The figures may be somewhat skewed. The data is based on affiliate traffic and therefore these visitors may be more predisposed to buy. There are a higher proportion of incentivised sales coming through mobile than desktop which could explain the disproportionately higher conversion rate.
However, this doesn’t really change what retailers can learn from the figures. Tablet usage is up and the way consumers use their tablet devices lends itself to purchasing. With Australians also increasingly favouring mobile shopping, the UK paper highlights that retailers need to optimise their websites to take full advantage of iPad shoppers.