Computers led with an AOV of $115.74, compared to $113.15 for tablet tablets and $112.73 for smartphones.
[Editor's note: Monetate's previous report covering Q1 had found tablets converting at a higher rate than computers, while data from this latest report indicates that the opposite was true for Q1. The discrepancy owes to a different random sample of clients being used for each quarterly report.]
Among tablets, the iPad continued to boast the highest conversion rate (2.6%) during the second quarter, with Android (2%) also out ahead of the Kindle Fire (1.6%). The iPad also sported the highest average order value ($114.18), outpacing Android ($101.22) and Kindle Fire ($91.84).
The iPhone re-assumed the lead in conversion rates among smartphones, just exceeding 1%, and putting some distance between itself and Android (0.88%) and Windows (0.77%) phones. i! Phone tra! ffic also ended up with the highest average order value, of $114.45, followed closely by Windows ($112.36) and Android ($109.52).
All told, smartphones (9.7%) and tablets (12.4%) together accounted for more than 1 in 5 e-commerce visits during Q2, up from about 15% a year earlier. In the past year, tablets have overtaken smartphones in terms of e-commerce traffic share, with the gap between the devices steadily increasing.
The iPad continues to dominate tablet e-commerce traffic to the tune of 90.6% share, while the iPhone also retains its lead (62.7% share) of smartphone visits.
Comparing the latest figures to the Q2 average (ending in June), Apple’s gain was 0.5% points, while Android’s dip was 0.2% points.
Although Apple continues to hold the lead among smartphone manufacturers, Samsung has been enjoying some movement of late. Compared to the period ending in April, these latest figures show Samsung’s share up 2.1% points to 24.1%, still trailing Apple (40.4%) by a considerable margin of course.
HTC (-0.9% points to 8%), Motorola (-1.4% points to 6.9%) and LG (+0.1% points to 6.8%) are further behind.
Facebook has begun letting its Android app beta tester who’ve enabled Home to control Spotify, Google Play Music, Pandora, and Rdio from a notification at the top of cover feed.
Mobile is a major part of Facebook’s user strategy, and the company is making a big push in partnering with third-party apps and services, so users never have to leave Facebook.
Canonical’s Indiegogo campaign for the Ubuntu Edge smartphone had an auspicious start, but it slowed down after the first few days. The Linux developer may have just rekindled interest, however, by dropping the regular price of the Edge from $775 to $695 for the last two weeks of the crowdfunding drive. Part supplier deals helped reduce the manufacturing costs, Canonical explains. While that’s not the lowest price that we’ve seen during the campaign, there won’t be another discount — if you’re at all interested in the unique Android and Ubuntu hybrid, you’ll want to make a pledge today.
Here’s the latest trend in the smartphone market.
The high-end players like Apple and Samsung are losing share to Chinese smartphone makers, and no-name brands willing to make super cheap smartphones. As you can see here, Apple and Samsung lost share on a year over year basis as those lesser known groups rose up to take share.
This is worse for Samsung than Apple. At least Apple has something that makes it unique with iOS. Samsung just runs on Android, which is what these Chinese companies are using.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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