updated 02:00 am EST, Sat December 24, 2011
RichRelevance says iPad, iPhone users spend more
Retail customization firm RichRelevance conducted an unusual but deep study this week that suggests iPad and iPhone owners buy more when mobile but spend more on the content itself. Out of 3.4 billion shopping visits between April and December, 92 percent of the mobile visits came from someone on iOS. The figure was up from 88 percent in April.
A typical iOS user spent an average of $123 in an online order and was conspicuously more likely to afford more. An Android buyer only spends an average of $101, RichRelevance said. Desktop buyers were the most frugal of all, spending $87.
Mobile buying itself was still small but growing. It now represented three percent of all purchasing RichRelevance could track. Revenue was disproportionate: it had been just 1.87 percent in April, but it was now 3.74 percent in December. Only nine percent were browsing stores in April, but 18 percent were doing it at the end of 2011.
The research didn't presume to explain why Android users weren't buying online and spent less. Android's tendency to carry lower average selling prices could support the hardware going to those with lower incomes. Distimo's recent study has also shown that iOS users spend more on apps, suggesting that iOS owners are either more willing or just more able to spend.