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BizReport : Mobile Marketing : April 16, 2012

iPad driving U.S. m-commerce, Texans leading the way

The iPad is driving nearly all mobile shopping, browsing and purchasing, according to a new report from RichRelevance, with Texans leading the way in the U.S.

by Helen Leggatt

richrelevance logo.jpgThe 2012 Q1 Shopping Insights Mobile Study reveals a steady rise in mobile's share of revenue in the U.S.. The study, based on 4.4 billion sessions in the 12 months to March, 2012, found a steady rise in revenue from 1.9% in April, 2011, to 4.6% in March this year.

As other research has already found, iPad users are leading the way in mobile shopping. RichRelevance's study found that iPad users make up the bulk of mobile shoppers (68%) and 90% of all mobile revenues.

iPad users spend more on shopping than other technology users with an average order value of $158 compared with $104 for other iPhone users, $105 for other mobile devices and $153 for desktop purchases.

In addition, iPad users have the highest conversion rates at 1.5% versus 0.57% for other mobile devices.

"Twenty years later, Apple's ground-breaking 'Think Different' ad campaign can be recast as 'Shop Different' for the iPad," said RichRelevance CEO David Selinger. "To succeed in this quickly evolving landscape, retailers need to understand how shopping behavior changes as consumers hop between devices and be prepared to tailor the shopping experience in every channel, ensuring continuity and seamlessness regardless of choice of access."

The report shows that mobile shopping is most prevalent in Texas where 12% shop from their mobile and 88% from a desktop. At the other end of the scale is Montana where just 5% use mobile to shop and 95% use desktop.

Tags: Apple, iPad, mcommerce trends, mobile commerce, mobile device, mobile marketing, mobile shopping, retail

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