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Tablet devices were the fastest-growing generator of m-commerce in the past year, according to research from ecommerce agency 4Ps Marketing.

Mobile traffic accounted for an average of 10.92% in Q3 2011, compared to 4% 12 months earlier. This equates to a 173% year-on-year increase in traffic, according to the research.

4Ps Marketing came to the results by analysing data across five of its client sites, which includes Office and Liberty London, in Q3.

The study found that iPads accounted for 31% of all mobile traffic during the quarter but the iPhone is still the most popular generator of mobile sales, according to the research.  

The growing popularity of the iPad for m-commerce users meant that total sales generated by iPhone users declined in share during the third quarter to 50%, compared to 60% 12 months earlier.

Sales via iPod Touches dropped the most dramatically during the period dropping from 20% of all m-commerce sales in Q310 to just 3% 12 months later.

Alina Katchi, 4Ps Marketing group account director, said, “There’s been a lot of change this year especially with things like users browsing while in store and then purchasing online.

“Brands like John Lewis are actively encouraging this by installing Wi-Fi in store.”

According to 4Ps Marketing’s analytics, conversion contribution from mobile devices in Q3 rose 1.85% to 6.57% year-on-year.

The study also found that iPhone users were still the most likely to convert, i.e. generate a sale, after visiting a site although iPad owners were similarly gaining traction (see chart below).

“Also it will be interesting to see if internet-enabled televisions begin to drive traffic and conversions to sites in Q1 / Q2 2012,” read the report.

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Published 28 November, 2011 by NMA Staff

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