In the world of e-commerce, Apple's iPad generates insanely disproportionate revenue compared to traffic

Posted by Knowlton Thomas

E-commerce software provider Ability Commerce recently released some very interesting data surrounding what some dub "m-commerce," AKA e-commerce on mobile devices.

The research looked at traffic and revenue from two of Ability's clients.

Client number one: A little over a third of mobile e-commerce traffic comes from the iPhone, the data suggests, and about the same amount comes from Android devices. The iPad accounts for roughly 13% of traffic.

But here's where it gets interesting. Talking about the same client, the revenue generated from that traffic is entirely disproportionate. The iPad, with just 13% of the traffic, generated a stunning 56% of the overall m-commerce revenue. Meanwhile, the iOS and Android smartphones, which accounted for three-quarters of traffic, generated less than 40% of the revenue.

Client number two: More of the same, though slightly less pronounced. The iPad was responsible for more traffic at 21%, but still generated disproportionate revenue at over 51%—far beyond double, and again making the iPhone and Android weak revenue generators relative to traffic.

The idea behind the results make sense—if anything, the bigger screen of a 10-inch tablet versus a 3.5-inch smartphone should make a large difference—but just how dramatic the disproportions are is rather unexpected.

Moral of the story? If you do e-commerce, get a sleek mobile-optimized website or iPad app ASAP.

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys playing tennis or otherwise enjoying the outdoors. more



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