February 4, 2013, 11:00 AM

Consumers wielding iPhones buy more, surf the web more than other smartphone owners

Consumers wielding iPhones buy more, surf the web more than other smartphone owners.

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Even though iPhones only account for 34.3% of the smartphone market, according to mobile and web measurement firm comScore Inc., most smartphone-based purchases come from shoppers using an iPhone. And Apple Inc. mobile devices also account for more than half of mobile traffic.

68.0% of December 2012 smartphone-based sales at more than 300 retailers using the web-hosted m-commerce platform from Unbound Commerce were made on an iPhone or iPod Touch, the vendor says. 31.4% were made on Android smartphones, 0.3% on BlackBerrys, 0.2% on smartphones running Microsoft Corp.'s Windows Phone, and 0.1% on other smartphones, Unbound Commerce reports. And the December 2012 average order value for iPhone users was 20% higher than that for Android smartphone users, Unbound Commerce says.

Moreover, 60.4% of December 2012 smartphone traffic stemmed from an iPhone or iPod Touch, the vendor says. 37.7% came from Android smartphones, 1.0% from BlackBerrys, 0.7% from Windows Phone devices, and 0.2% from other smartphones, the m-commerce vendor reports.

So how is it that there are far more Androids than Apples, yet Apple accounts for so much more revenue and traffic? The answer lies with the Apple user, who is more affluent and more inclined to access the web from his phone, says Keith Lietzke, co-founder and marketing vice president at Unbound Commerce. "Consumers with money to spend are more likely to spend it on an iPhone," he says.

Regardless of the device a consumer is using, more consumers are using mobile devices to browse the web. 23.14% of web site visits in December 2012 came from mobile devices, an 84% rise compared to December 2011 and a 283% surge over January 2011, finds a study of 2 million unique web visits across various industries by marketing and public relations firm Walker Sands Communications.

"Mobile is no longer an option, but a necessity," says John Fairley, director of web services and social media at Walker Sands. "Companies must develop a user-friendly mobile site to keep pace with traffic that consistently doubles year over year."

bill@verticalwebmedia.com

@IRmcommerce

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