Dollar value of mobile vs tablet shopping

Tablets are becoming a device for shopping. PayPal has looked at the difference in value of shopping baskets – really interesting to compare the basket dollar value:

Tablet shopping basket

  • Used primarily at home
  • Shared device
  • Large screen, better interaction, portable
  • 61% apps / 39% web
  • Browse-to-buy conversion 2x higher than smartphones
  • ASP of ~$80Phone

Phone shopping basket

  • Used everywhere
  • Individual device
  • Small screen, infinitely portable, taken everywhere
  • 85% apps / 15% web
  • Mobile traffic 2x higher than tablets
  • ASP of ~$60

(Sources:  eMarketer, US Mobile Commerce Forecast, Jan. 2012; Arbitron Mobile, May 2011; IBM; PayPal).

What this suggests is that companies need to have different shopping optimisation strategies to cater for the different usage on different devices.

For local stats and trends on tablets, read this earlier post on tablet penetration in Australia.

With thanks to Paul Buchanan of PayPal Australia for providing the stats. You can follow him here on @paulabuchanan

About Claudia Sagripanti

Involved in the evolution of mobile marketing and advertising from the early years, including co-founding Mobile Marketing and Advertising Awards, founding chair of AIMIA's Mobile Industry Group, development of mobile advertising guidelines for industry as well as commercialisation strategy.