Study: iPad users drive 90% of mobile shopping revenues

Shopping on mobile devices now drives close to 5 percent of all digital retail revenues, a rise fueled by Apple's (NASDAQ:AAPL) iPad tablet, according to a new study conducted by retail services provider RichRelevance.

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Nine percent of all digital shopping sessions now take place on mobile phones and tablets, accounting for 4.6 percent of digital retail revenues--up from 1.9 percent in March 2011--RichRelevance reports. iPad owners make up 68 percent of all mobile shoppers and generate 90 percent of m-commerce revenues, with iPad conversion rates reaching 1.5 percent, compared to 0.57 percent on other mobile devices. In addition, iPad users average 5.7 pages per shopping session, compared to 3.6 pages for iPhone and 4.1 for other mobile devices.

RichRelevance states that iPad users also spend more money than other mobile shoppers with an average order value of $158, far ahead of $104 for iPhone users and $105 for rival mobile devices. Average iPad orders have also eclipsed average desktop purchases ($153). Although iPad users purchases fewer items per order than other mobile subscribers (2.98 for iPad compared to 4.22 for other iOS devices and 4.41 for all other mobile devices), iPad shoppers average $52.66 per item; other iOS device users average $21.86 per item, behind other mobile subscribers at $23.80 per item.

The RichRelevance study adds that mobile shopping activity increases on the weekends, accounting for about 6 percent of all digital orders compared to 4 percent during the week. iPad session share also rises during the evening hours, peaking at 9:00 pm and hitting its average daily low at 3:00 a.m.

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