RichRelevance Shopping Insights™ Q1 Mobile Study Reveals iPad Users Shop Differently Than Other Consumers

As mobile shopping continues to grow, study finds that iPad users dominate sales by mobile devices, buy more expensive items than typical online shopper

San Francisco, CA – April 11, 2012 –– RichRelevance, the leading provider of dynamic personalization for the world’s largest retailers and brands, today unveiled new research on mobile shopping, including detailed comparisons between iPad shoppers and other mobile users. The report, The 2012 Q1 Shopping Insights™ Mobile Study, finds a steady rise in mobile share of revenue from 1.9 % in April 2011 to 4.6% in March 2012, with the iPad driving nearly all shopping, browsing and purchasing in this emerging channel. The study also digs into mobile shopping by device to provide a new view of the iPad shopper including: when they shop, how much they spend, and what they buy.

“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.”

iPad Dominates Mobile Shopping
According to the 2012 Q1 Mobile Study iPad users spent significantly more time and money on retail sites than other mobile users. Data from March 2012 shows that:

  • iPad users constitute the bulk of all mobile shoppers—accounting for about two-thirds (68%) of shoppers.
  • The iPad accounts for 90% of all mobile revenue (and 4% of total retail revenue).
  • Conversion rates were also strongest with the iPad (1.5% for iPad vs. 0.57% for other mobile devices).
  • Average pages per session were highest for the iPad compared with all other mobile devices, at nearly 6 pages per session (5.7 for iPads vs. 3.6 for iPhone vs. 4.1 for other mobile devices).

iPad Users Spend More, Buy More Expensive Items (even more than desktop users)
iPad users spend dramatically more – on fewer items – than other mobile shoppers. When compared to online shoppers, iPad users spend approximately the same amount on an average order, but buy much more expensive products.

  • The iPad had the highest average order value (AOV) of any mobile device: $158 for iPad vs. $105 for other mobile devices vs. $104 for iPhone and other iOS devices in March 2012.
  • Interestingly, AOV for iPad shopping is creeping ahead of the AOV from desktop computers. ($158 for iPad vs. $153 from desktops).
  • While they spend more per average order, iPad shoppers had on average fewer number of items per order of any mobile device (2.98 for iPad vs. 4.22 for other iOS devices vs. 4.41 for all other mobile devices in March 2012)
  • Overall, iPad shoppers averaged $52.66 per item vs. $21.86 per item for desktop users and $23.80 for other mobile users.

iPad Rules The Weekend

  • iPad share of shopping sessions (viewing, not necessarily buying) increases on the weekends, reaching 7% on weekends vs. 5% during the week.
  • iPad share of sessions climbs in the evening hours, from around 5 pm until 9 pm, reaching 9.45% at 9 p.m., rising from a low point (.4%) at 3 a.m.
  • In comparison, traffic from all other mobile devices is stable on weekdays and weekends, accounting for about 1.3% of all sessions
  • On average, about 6% of all orders originate on mobile devices (iPad included) on weekends vs. 4% on weekdays.

The 2012 Q1 Mobile Study is based on more than 4.4 billion shopping sessions on US retail websites between April 1, 2011 and March 25, 2012.These retailers include mass merchants, as well as small and specialty retailers, including 10 of the 25 largest retailers on the web.

View the Mobile Shopping Infographic

Over 350 million times per day, RichRelevance is powering the personalized shopping experiences for consumers shopping the world’s largest and most innovative retail brands like Walmart, Sears, Target, Marks & Spencer and John Lewis. Founded and led by the e-commerce expert who helped pioneer personalization at, RichRelevance helps retailers increase sales and customer engagement by recommending the most relevant products to consumers regardless of the channel they are shopping. RichRelevance has delivered more than $5 Billion in attributable sales for its retail clients to date, and is accelerating these results with the introduction of a new form of digital advertising called Shopping Media which allows manufacturers to engage consumers where it matters most—in the digital aisles on the largest retail sites in world. RichRelevance is headquartered in San Francisco, with offices in New York, Seattle, Boston and London. For more information, please visit

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This post was written by RichRelevance

ABOUT RichRelevance
RichRelevance is the global leader in experience personalization, driving digital growth and brand loyalty for more than 200 of the world’s largest B2C and B2B brands and retailers. The company leverages advanced AI technologies to bridge the experience gap between marketing and commerce to help digital marketing leaders stage memorable experiences that speak to individuals – at scale, in real time, and across the customer lifecycle. Headquartered in San Francisco, RichRelevance serves clients in 42 countries from 9 offices around the globe.
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