Monetate: Tablets pushing ahead of smartphones

Heading into 2014 more brands may find greater results by focusing on tablet users. Monetate has released the Ecommerce Quarterly (EQ2 2013) which finds the share of tablet users is gaining quickly on smartphone users.

by Kristina Knight

The Monetate EQ 2 2013 also found that the impact of email messaging has declined a bit in recent months. That decline could be because many aren't optimizing messages for different screen sizes, time will tell. According to the research both email conversion rates (6%) and referral traffic rates (37%) decreased from EQ 2 2012 to WQ 2 2013.

Other interesting findings include:

• Average order value from email channels is $99.93
• Mobile traffic comprises more than 22% of all ecommerce traffic
• Tablets are responsible for just over 12% of ecommerce/mobile traffic
• Social commerce has increased from $75.82 (average order value, 2012) to $86.80 (average order, 2013)

These changes can make it more difficult to see where ecommerce campaigns are falling short. Because Retailer A may still have solid numbers from email while Retailer B only engages through tablets and Brand C has a strong social following that shares their deals and product information. Because the ecommerce space is so varied, Monetate is launching the Impact Score, a new metric which shows retailers and brands the value of customer segments to their business.

"Finding your most valuable customer segments can be misleading when looking at them based on a single metric," said Blair Lyon, vice president, marketing, at Monetate. "With the Impact Score, a marketer can easily identify which segment will have the greatest impact on their business, then instantly take action to deliver a winning customer experience."

The full report can be downloaded here.

Image via Shutterstock

Tags: mobile marketing, mobile screens, mobile trends, Monetate, tablet trends