Monetate: Tablets pushing ahead of smartphones

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