iPhone and Android Users Are Shopping More Through Their Phones, but Still Keeping it Light

Mobile CommerceMarketing Consultancy Monetate has released a new report on e-commerce trends indicating that mobile e-commerce is on the rise, according to a Forbes article by Chuck Jones. The report, entitled “M-Commerce Today: Opportunity & Challenge”, shows that over the last year the iPhone’s share of all website visits increased from 5.4 percent to 9.5 percent, while Android’s share increased from 3.1 percent to 6.6 percent (Microsoft Windows still dominates that category though, with an over 50 percent take).

Jones notes that despite accounting for 16 percent of all e-commerce traffic, mobile devises are responsible for only 4 percent of e-commerce revenue. It seems that shoppers tend to shy away from making expensive purchases through their phones; in the second quarter of this year the Average Order Value (AOV) of e-commerce purchases through the iPhone and Android phones was $128.71 and $119.59 respectively, significantly behind the e-commerce AOV’s for Windows and Macs – $186.62 and $227.60.

E-commerce is a field that’s enjoying massive growth with the ongoing mobile revolution, and the market share increases enjoyed by Apple’s iPhones and Google’s Android phones can be seen as products of those companies’ efforts to integrate commerce into their mobile devices. In particular, Apple’s introduction of biometric security in the form of its latest iPhones’ fingerprint scanning technology (Touch ID) may have eased consumers’ anxieties about shopping over their phones, and now it has teamed up with retailers to launch a mobile payment program call Apple Pay later this month. For its part, Google released its mobile wallet (the Google Wallet, natch) back in 2011, though its recent bump in activity may be a product of Apple’s introduction of Touch ID and the increased adoption of mobile payment technology on the part of retailers.