IPADS RULE

M BILE SH PPING
A Glimpse into the Growing World of Mobile Commerce

MOBILE COMMERCE IS GROWING.

Share of Shopping Sessions by Platform/Device
91% 9% Dektop/ Laptop Mobile

64% 17% 19%

iPad iPhone/iPod Other Mobile

While the share of mobile shopping sessions is significant, the revenue from these shoppers is skyrocketing, with revenue share more than doubling in the last year. IPad shoppers provide the lions share of both mobile sessions and mobile revenue.

Mobile Share of Shopping Revenue

5% 4% 3% 2% 1% April 2011 March 2012

Share of Mobile Shopping Revenue

89% iPad 4% 7% iPhone/iPod Other Mobile

RichRelevance Shopping Insights Source: RichRelevance Data; US Sites: April 2011 March 2012.

IPAD IS KING.
Nearly two-thirds of all mobile shopping sessions take place on iPads, accounting for nearly nine-tenths of mobile shopping revenue. Further, iPad shoppers have the highest AOV, tend to purchase higher-cost goods, and convert at higher rates than other mobile shoppers.
Desktop/ iPad Laptop Avg. order value iPhone/ Other iPod Mobile

is 50% higher on iPads vs. other mobile devices ...

$153 $158

$104

$105 ... but unit sales per order are lower.

6.9 Not surprisingly, avg. price per item tends to be higher for iPad purchases.

3.0

4.2

4.4

$22

$53

$25

$24 iPad conversion rate is nearly thrice that of other mobile devices.

2.3%

1.5%

0.6%

0.5%

Checkout
RichRelevance Shopping Insights

Source: RichRelevance Data; US Sites: March 2012. Conversion rate based on percent of sessions resulting in a purchase.

WHAT ARE MOBILE SHOPPERS BUYING?

The top revenue-producing items, based on gross sales, differ by platform: the top revenue driver on the desktop side is gift cards, while on the iPad side it is large-screen TVs. The gift cards hold a monetary value of $100, while the average pricepoint for the TVs is $310.

Top Revenue-Producing Items, Desktop/Laptop vs. iPad

Purchased on Desktops/Laptops: Purchased on iPads:

Gift Cards

TVs

RichRelevance Shopping Insights Source: RichRelevance Data; US Sites: January 2012 March 2012.

WHEN DO THEY SHOP?

IPad shoppers share of sessions peaks on the weekend, with proportionately more desktop shopping on Wednesday. In general, iPad shoppers prefer to shop in the evenings, with nearly half of all iPad shopping occurring between 5PM and midnight.

iPad Share of Sessions by Day of the Week

DAY UR T SA
7.6%

Share of iPad Sessions by Time of Day

SUN DA Y
6.8%

PM
9PM:

N 12 MID IGHT

AM
M 4A

9.5%

FRIDAY

8PM

NDAY MO

5.0%

5.8%

3AM:

0.4%

4.6%

AY SD UR

5.1%

M 4P

4.3%

8A M

T UE SD

RichRelevance Shopping Insights Source: RichRelevance Data; US Sites: December 2011 March 2012.

MOBILE SHOPPING IS BIGGER IN TEXAS.

This map shows the variance of share of platform across the US. Texas leads the pack by a healthy margin, with Montanans most content to shop from their desks.

Mobile Share of Sessions by State

5% 12%

MONTANA 5% 95% Mobile Desktop/ Laptop

TEXAS 12% Mobile

88% Desktop/ Laptop

RichRelevance Shopping Insights Source: RichRelevance Data; US Sites: April 2011 March 2012.

Methodology
The 2012 Q1 Mobile Study analyzes the shopping patterns of US online consumers. The study is based on more than 3.4 billion 2011 shopping sessions (which took place from April to December 2011) and 1.0 billion 2012 sessions (which occurred between January 1 and March 25, 2012). Hour-of-day and day-of-week data is based on random samples from this shopping session dataset; all other data is based on the aggregate set. US sites are defined as retail websites where the majority of visitors originate from locations in the United States. These retailers include mass merchants, as well as small and specialty retailers, including 10 of the 25 largest retailers on the web.

Dynamic Personalization for Retail

12 NOON
www.richrelevance.com
2012 RichRelevance, Inc.

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WEDNESDAY

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