2014 Q2 eCommerce Quarterly by Monetate

Ecommerce Quarterly

EQ2 2014:M-Commerce Today:Opportunity & Challenge

2

a publication from

About the EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

M-Commerce Today: Opportunity & Challenge . . . . . . . . . . . . . . . . 5

Direct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Social . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 The Year of Mobile Commerce… And This Time It’s True . . . . . . 10

How to Storytell in a Fast Paced World . . . . . . . . . . . . . . . . . . . . . . . . 12

Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

About Monetate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

EQ2 2014

About the EQAs ecommerce companies look for ways to increase customer

engagement and sales in a highly competitive online environment, they’re

faced with challenges centered on massive amounts of data. This big data

conundrum goes beyond the collection and storage of information about

customers and prospects.

Using a combination of historical and real-time data allows ecommerce

marketers to glean meaningful insights that result in more relevant

shopping experiences that drive loyal customers who share their

experiences with others. Ecommerce businesses that tackle big data head-

on focus their attention on different customer segments that continue to

be explored in every release of the Ecommerce Quarterly (EQ):

• Predefined: New versus returning; referring traffic sources; technographics; geography.

• Custom or Proprietary: Point-of-sale; CRM; customer health.

• On-Site Behavior: Shopping cart activity; brand or category affinity.

• Behaviors Across the Web: Browsing and purchase patterns demonstrated on third-party websites.

The EQ also includes Takeaways, ideas and best practices used by leading

ecommerce websites, based on insights gained from the more than

seven billion online shopping sessions that contribute to the analysis and

benchmark reports found in every release.

EQ2 2014

a monetate publication | 2

Executive SummaryMobile: for the global internet, it’s been hailed as an all but certain future.

People use their smartphones more than any of their other devices to visit

social networks and check their email. And, by 2015, they’ll be using them

more than any other device to search for something.

Since the mobile-first trend started, though, there’s been a question as to

when—and how—mobile would fit as an ecommerce player.

Well, it’s happening. In what feels like an overnight turn of events,

smartphones have surpassed tablets in ecommerce traffic share. Mobile

traffic grew 120% between Q2 2013 and Q2 2014, our benchmark data

shows, while tablet traffic grew at a much more pedestrian 35% and

desktop traffic remained flat. That rapid growth means smartphones now

account for more than 16% of the market when it comes to traffic—an

impressive number, considering it accounted for less than 9% at the same

time last year.

Though this is a milestone to mark, and we’re doing so by dedicating this

EQ to exploring mobile in depth, the timing of this change is as notable as

the milestone itself.

That’s because, for all the traffic and for all the promise that mobile brings,

it’s long been plagued by poor KPIs. Yet, developers seem to be cracking

the code on mobile commerce.

Big-name retailers, like Macy’s and Target, are investing heavily in this

area. Both have recently launched image-recognition shopping apps, and

both are building out comprehensive omnichannel strategies.

20.0

15.0

10.0

5.0

0Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

12.16%10.5%

11.89%

15.14%16.25%

12.36%13.84%

14.69%

13.3%

8.66%

Share of Tra�c by Device Mobile Tabletvs


EQ2 2014

Additional developments are coming from third parties. Consider the

following, all from the last year:

• Apple announced that iOS 8, its latest iPhone/iPad operating system,

will let users skip the manual typing of a credit card number by using

OCR technology. Its “Scan Credit Card” feature will snap a photo of

their credit card, auto-fill the numbers on the checkout page, and, if the

user wants, save the card number for future use.

• Amazon launched a smartphone with its Firefly technology, which

allows users to scan a real-world image and be directed to that product

detail page on Amazon. (Of equal importance, perhaps, is the fact that

developers will be able to tap into the technology through an SDK.)

• Existing social commerce companies rewardStyle and Curalate

• launched competing products—LIKEtoKNOW:IT and Like2Buy—that

make Instagram feeds shoppable. They join other startups in trying to

create quicker paths to purchase for users on a social network that is

near exclusive in terms of mobile traffic.

Though these changes aren’t silver bullets for long-standing issues like

poor conversion rates and low AOV, they’ll likely help. And since they’re

geared toward eliminating some of the main hurdles customers face

on mobile—product discovery, checkout page frustrations, paths to

purchase—these changes should have ecommerce teams thinking more

about how to further improve the shopping experiences.

$180.91$116.48

$149.53

AVERAGE ORDER VALUE

Mobile Tablet Desktop

CONVERSION RATES

0.83%

2.37%

2.65%

Mobile

Tablet

Desktop

M-COMMERCE TODAY

EQ2 2014


M-Commerce Today: Opportunity & Challenge Though mobile devices are now responsible for 16% of all ecommerce

traffic, they’re responsible for less than 4% of all ecommerce revenue. The

reason for the disconnect is simple: people buy less often, and spend less,

when shopping on their phones.

From the start, a mobile customer’s visit to an ecommerce website is

different. And not just by a little bit: Bounce rate is 50% higher, add-to-

cart rate is roughly 30% less, and cart abandonment rate is 10 percentage

points higher.

Further, mobile conversion rate in Q2 2014 was .83%; tablet conversion

rate was 2.37% and desktop was 2.65%. Factor in the disparity in average

order value ($116.48 for mobile versus $149.53 for tablet and $180.91 for

desktop) and it’s clear that mobile commerce is a mobile problem.

The good news is that the exploding traffic numbers mean even incremental

improvements can spell significant sales bumps for brands.

But, like we discuss in our Takeaways section, the opportunity to capitalize

off this growth lies in understanding the context of your customer. And

that’s important. Mobile customers aren’t just different when it comes to

KPIs; they’re different when it comes to the sales funnel, too.

Consider: When compared to those customers who made a purchase on a

desktop, it took mobile customers nearly 15% more sessions to complete

that same purchase.

(A session, by Monetate definition, is consecutive activity on a site by one

web browser that expires after eight hours of inactivity, but can persist for

as long as 72 hours, if a visitor is active at least once every eight hours.)

But once mobile customers are “ready to buy,” they do it far faster than

either tablet or desktop customers:

All of that means you need to understand which channels your mobile

customers are using to get to your site—and what buying state they’re in

at that time.

AVERAGE PAGE VIEWS TO FIRST PURCHASEWITHIN A SESSION

Mobile Tablet

34.5

Desktop

35.421.3


EQ2 2014

TAKEAWAYS: FINDING WAYS TO HELP YOUR MOBILE SHOPPERS CONVERT

If you’re looking for a theme to this EQ, it’s context.

Because your mobile customers lack the patience of your other customers, it may be the most important aspect to building a better mobile experience.

An optimized mobile site, then, isn’t just one that is built using responsive design; it’s one that is built to respond to the customer.

To get the level of insight needed to do this, ask yourself questions using the “5 Ws” approach:

• Who’s visiting? Are those customers visiting your site new or returning? Are they logged in? Creating segments will help you answer the remainder of the questions with more precision than you would be able to otherwise. And, when you’re ready to turn that knowledge into action, you’ll be able to create more targeted experiences.

• What are they doing? Are your customers browsing? Buying? Bouncing? Your analytics and site search data will give you insight into what’s working on mobile—and what needs to be improved. Understanding what your customers are trying to do means you can reshape your site to help them accomplish that with less friction.

• When are they visiting? Is it morning or night? Are your visitors on

broadband or wireless networks? Can you parse out whether visitors are “showrooming”? Answering these types of questions can help you determine what improvements you can make that can increase a propensity to buy (such as PayPal integration or faster load times).

• Where are they coming from? Search, social, email, advertising? Channels matter. Customer intent isn’t always to make a purchase, and nowhere is this more apparent than where a customer is coming from. Targeting based on channel can ensure you keep consistent the message that got your customer to visit your site in the first place.

• Why are they using their device? With 90% of users switching between devices to complete a shopping goal, your customers likely won’t complete their transactions on a mobile device. Whether it’s a shopping cart carry-over feature or letting a customer easily email PDPs, you’ll want to ensure they can pick up where they left off.

Making sure you walk through these questions—and execute a plan based off them—will reap rewards.

Interested in reading more about mobile optimization? Read our case study, Threadless Turns Upping Conversion Rates Into an Art Form.

EQ2 2014


Direct-to-Site Customers: A Closer LookIf you’re going to start understanding your customers’ contexts by channel,

start with your most valuable channel. In the case of this EQ, that’s those

customers who knew where exactly where they wanted to go.

Not only does that mobile customer segment make up more than 50% of

mobile commerce traffic, it’s also the most lucrative.

Mobile customers who navigated directly to ecommerce sites studied in

the EQ were more than twice as likely to complete a purchase than those

customers who made it to the site from a search engine. And they were

nearly three times more likely to convert than those who came through an

advertising channel.

TAKEAWAYSSticking with the “5 W” approach, here are some segment-specific questions to ask yourself about your direct-to-site customers:

• Though it’s likely that a great number of your direct-to-site customers will be returning ones, you likely have new visitor finding their way to your site in this way, as well. How are those two customers different?

• What are you, or what could you be, doing for those first-time visitors that’s different?

• Which page on your site are people visiting the most? What can you do to pull an element of that onto the homepage?

THE STATS

Bounce rate: 46.99%Add to cart: 4.48%Cart abandonment: 79.98%Conversion rate: 0.9%Average pageviews: 4.53Revenue per session: $1.04AOV: $105.25


EQ2 2014

Search: A Closer LookWhat’s that saying? The best place to bury a body is Page 2 of Google?

It might be a bit crude, but it’s noteworthy for this reason: the value of

search can’t be understated.

Though mobile customers who visit ecommerce sites directly may be

the most valuable mobile commerce segment out there, those who come

through search aren’t far behind. Consider: mobile search accounts for

another 40% of traffic to mobile commerce sites, and it delivers quality

traffic.

While other channels send mobile customers who bounce from sites at

rates as high as 62%, mobile customers coming from search bounce at a

rate of 39%. Which means, of course, that those customers are interested

in knowing more about you and your products; and that you have a bit

more time to hook a customer. But how that extra time is getting used

doesn’t necessarily mean an increase in conversion.

Search’s add-to-cart rate of 2.14% is a decent enough level of performance

when weighed against mobile customers on other channels, but its cart-

abandonment rate is the highest around: 80.8%.

THE STATS

Bounce rate: 39%Add to cart: 2.14%Cart abandonment: 80.8%Conversion rate: 0.41%Average pageviews: 4.44Revenue per session: $0.46AOV: $105.71

TAKEAWAYSSticking with the “5 W” approach, here are some segment-specific questions to ask yourself about your search customers:

• If your numbers look like our EQ averages, where is the shopping cart leak happening on your site?

• How can you eliminate distractions from that page?

• What can you do to have those abandoned-cart customers come back on another device at a later time?

EQ2 2014


Social: A Closer LookWe’ve heard a few times now about the value of a mobile customer coming

to your site through social. Rarely, if ever, do they convert. And if they do,

the complaints have been, they’re usually stingy.

The first part might not be changing (they’re still converting at a paltry

.12% and have an average bounce rate of 61%), but they’re not afraid to

spend money if you deliver what they’re looking for.

In fact, social mobile customers have the highest AOV of any mobile

customer segment at $106.12. It’s also a figure that’s grown nearly 8% in

the last year, as AOV has increased from $98.80 in Q2 2013.

Mostly, though, social customers don’t seem interested in shopping. On

average, they’re only adding a product to their shopping cart .63% of the

time and they’re only visiting an average of 2 pages per visit.

TAKEAWAYS

Sticking with the “5 W” approach, here are segment-specific questions to ask yourself about your social customers:

• If a shopping cart checkout seems out of the question, what else can you be asking your social mobile customers to be doing?

• How does that request carry through from your social channels? Is it connected?

• When do those requests lead to increased conversions on other devices or through other channels?

THE STATS

Bounce rate: 61.77%Add to cart: .63%Cart abandonment: 80.52%Conversion rate: .12%Average pageviews: 2Revenue per session: $0.14AOV: $106.12


EQ2 2014

The Year of Mobile Commerce… And This Time It’s TrueBy Jay Henderson, Strategy Director, IBM ExperienceOne

It seems like every year there’s a prediction that it’ll be

a breakout year for mobile. And if you ever look at Mary

Meeker’s Internet Trends report or read about where the

investments are being made in consumer technology, it’s

not hard to see why.

But those predictions have been wrong. Or partially wrong, at least.

Now, though, it’s safe to say that 2014 is the breakout year for mobile—at

least from an ecommerce standpoint—and Monetate has done a great job

in this EQ of explaining why.

To really capture the tremendous opportunity you have here, though, it’s

likely that you’ll need to rethink your mobile strategy. That’s because most

ecommerce brands have treated mobile as a standalone channel.

Yes, it’s true that mobile customers are far different than desktop, or even

tablet, customers. And, yes, it’s true that there are far more variables in

play when reaching a mobile customer. But that doesn’t mean it can’t fit

within your overarching digital strategy, which, of course, should be built

around the customer.

Mobile Isn’t an IslandWhen you’re assessing your mobile strategy, the first step to take is

assessing the customer and the customer’s context.

Though that sounds simple, it’s actually a fairly involved process. You’re not

just reworking your site to fit the confines of a smaller screen or including

mobile-friendly features like touch-to-dial capabilities. You’re reworking

your site to ensure it delivers what the customer is looking to accomplish

at that time while also tying back to your other channels.

There are, of course, a number of different ways to start solving that

puzzle. And it’s those little things that often make a big difference.

Mobile customer experiences are difficult to master, given the diversity of

screen sizes, operating systems, and connection speeds (3G, 4G, wifi, etc.).

But if you’re able to build a website that is responsive to those elements,

you’ll give your customers one less reason to leave—not an insignificant

accomplishment, given the mobile shopper’s lack of patience.

At the end of it all, though, you need to be delivering cohesive and

consistent messages across all channels. That means you can’t be looking

at mobile in isolation.

EQ2 2014


Deliver a Personal ‘Touch’The road to a better mobile strategy goes through data, of course, and

we’re quickly coming upon a time when you’ll collect plenty of it.

The holiday shopping season offers you a leading indicator of what your

ecommerce customer behavior will look like in the next 12 months, so

having your analytics house in order is incredibly important.

The data you collect from your mobile shopping sessions doesn’t simply

provide you with insight on traffic patterns (though that can be important),

it lets you dive into how your customers behave on your site. Think of it as

free feedback.

With it, you can identify user struggles, improve site navigation and

provide useful content that deepens connections with your brand and

drives conversions. And depending on how you’re collecting that data, you

can segment your customer base in dozens of different fashions to truly

personalize all of that.

Given the amount of hype paid to mobile over the last few years, it’s

important to reiterate: it’s real this time. In the research for our recent IBM

Digital Analytics Benchmark, we found that mobile devices accounted for

almost 35% of online traffic, up 40% year-over-year. And, now, Monetate’s

EQ shows the impact this is having on ecommerce.

It’ll be those brands that are integrating and personalizing their mobile

presence that stand to benefit the most from this growth. And by starting

that process now, you’ll start finding yourself with loyal, high-value

customers for the years to come—no matter the channel.


EQ2 2014

Video: How to Storytell in a Fast Paced World

It’s all about finding a way to tell your story while finding a way to respect your users’ time. Just remember that this time around it’s more about context than content.

- Gary Vaynerchuck

EQ2 2014


Benchmark Reports

Website Visits by Device Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Traditional 79.18% 76.20% 73.42% 72.50% 69.91%

Tablet 12.16% 13.30% 14.69% 15.14% 13.84%

Smartphone 8.66% 10.50% 11.89% 12.36% 16.25%

Traditional 78.37% 75.34% 72.68% 72.25% 70.50%

Tablet 12.25% 13.41% 14.97% 15.26% 13.89%

Smartphone 9.38% 11.24% 12.35% 12.50% 15.61%

Traditional 71.90% 68.30% 66.19% 57.70% 51.60%

Tablet 22.41% 24.33% 25.41% 25.91% 24.33%

Smartphone 5.68% 7.37% 8.41% 16.39% 24.07%

US

GLO

BAL

GB


EQ2 2014

GLO

BAL

Website Visits by Platform Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Android Phone 3.12% 3.89% 4.59% 4.93% 6.55%

Android Tablet 0.93% 1.26% 1.51% 1.87% 1.74%

Chrome OS 0.13% 0.18% 0.25% 0.31% 0.33%

Kindle Fire 0.18% 0.19% 0.28% 0.21% 0.10%

Linux 1.44% 1.17% 1.01% 1.20% 1.16%

Macintosh 15.79% 14.93% 14.45% 14.31% 13.39%

Other 0.40% 0.14% 0.11% 0.17% 0.14%

Windows 61.43% 59.79% 57.60% 56.50% 54.89%

Windows Phone 0.10% 0.13% 0.15% 0.17% 0.21%

iPad 11.04% 11.85% 12.90% 13.06% 12.00%

iPhone 5.44% 6.48% 7.15% 7.26% 9.49%

Website Visits by Traffic Source Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Advertising 0.73% 0.65% 0.83% 0.68% 0.61%

Affiliate Sites 1.12% 1.22% 1.10% 1.16% 1.04%

Search 32.84% 33.17% 35.42% 33.56% 33.13%

Social 2.19% 2.20% 2.37% 2.56% 2.30%

Email 2.17% 1.96% 1.94% 0.88% 0.83%

EQ2 2014


Conversion Rates by Device Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Traditional 2.63% 2.46% 3.08% 2.70% 2.65%

Tablet 2.34% 2.05% 2.62% 2.22% 2.37%

Smartphone 0.92% 0.85% 1.14% 1.05% 0.83%

Traditional 2.96% 2.75% 3.46% 3.03% 2.98%

Tablet 2.59% 2.26% 2.86% 2.45% 2.67%

Smartphone 0.98% 0.89% 1.21% 1.12% 0.94%

Traditional 1.55% 1.26% 1.68% 1.70% 1.70%

Tablet 1.72% 1.22% 1.71% 1.60% 1.56%

Smartphone 0.52% 0.85% 1.14% 1.11% 0.80%

US

GLO

BAL

UK

GLO

BAL

Conversion Rates Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Global 2.45% 2.24% 2.78% 2.42% 2.32%

US 2.73% 2.48% 3.09% 2.70% 2.62%

UK 1.53% 1.22% 1.64% 1.58% 1.45%


EQ2 2014

Conversion Rates by Platform Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Android Phone 0.86% 0.77% 0.96% 0.92% 0.73%

Android Tablet 1.69% 1.42% 1.79% 1.53% 1.59%

Chrome OS 2.00% 1.94% 2.43% 2.07% 2.06%

Kindle Fire 1.38% 1.13% 0.80% 0.62% 2.08%

Linux 0.83% 1.00% 1.63% 0.98% 0.85%

Macintosh 2.57% 2.47% 3.22% 2.88% 3.04%

Other 0.80% 1.03% 0.56% 0.31% 0.73%

Windows 2.70% 2.49% 3.07% 2.70% 2.60%

Windows Phone 0.74% 0.61% 0.74% 0.76% 0.58%

iPad 2.41% 2.14% 2.75% 2.34% 2.49%

iPhone 0.97% 0.91% 1.26% 1.14% 0.91%

GLO

BAL

EQ2 2014


Add to Cart Rates by Device Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014

Traditional 8.68% 7.27% 8.77% 8.65% 8.25%

Tablet 8.42% 7.02% 8.74% 8.36% 8.50%

Smartphone 4.95% 4.69% 5.93% 6.01% 4.85%

Traditional 9.39% 7.77% 9.39% 9.32% 8.90%

Tablet 8.92% 7.34% 9.14% 8.87% 9.04%

Smartphone 5.13% 4.72% 6.02% 6.19% 5.14%

Traditional 4.85% 4.45% 7.10% 4.79% 4.95%

Tablet 5.66% 5.08% 5.77% 4.99% 5.35%

Smartphone 3.19% 6.17% 5.20% 5.09% 3.94%

OV

ERA

LL

Add to Cart Rates Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Global 8.32% 6.96% 8.43% 8.28% 7.73%

US 8.93% 7.37% 8.94% 8.86% 8.33%

UK 4.94% 4.73% 5.50% 4.89% 4.80%

US

GLO

BAL

UK


EQ2 2014

Add to Cart Rates by Platform Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Android Phone 4.66% 4.29% 5.28% 5.37% 4.35%

Android Tablet 6.36% 4.91% 6.39% 6.21% 5.99%

Chrome OS 8.06% 6.67% 8.39% 8.26% 7.49%

Kindle Fire 6.13% 4.69% 4.05% 3.72% 6.18%

Linux 8.82% 8.21% 6.78% 6.00% 5.13%

Macintosh 9.11% 7.74% 9.78% 9.58% 9.76%

Other 2.90% 4.69% 3.87% 3.42% 3.38%

Windows 8.60% 7.14% 8.57% 8.48% 7.96%

Windows Phone 3.20% 2.95% 3.94% 4.10% 3.20%

iPad 8.63% 7.28% 9.11% 8.74% 8.88%

iPhone 5.14% 4.96% 6.38% 6.48% 5.22%

GLO

BAL

EQ2 2014


Average Page Views Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Global 8.83 8.28 8.34 8.11 8.07

US 8.8 8.23 8.33 8.14 8.2

UK 8.74 8.28 7.48 6.93 6.71

Average Page Views by Device Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Traditional 9.23 8.73 8.93 8.63 8.73

Tablet 9.62 8.56 8.41 8.35 8.82

Smartphone 3.27 4.64 4.62 4.75 4.61

Traditional 9.23 8.71 8.94 8.67 8.85

Tablet 8.95 8.46 8.38 8.36 8.86

Smartphone 4.99 4.71 4.67 4.81 4.68

Traditional 8.9 8.53 7.78 7.29 7.22

Tablet 9.62 9.17 8.23 7.89 8.15

Smartphone 3.27 3.03 2.91 4.16 4.16

US

GLO

BAL

UK


EQ2 2014

Average Page Views by Platform Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Android Phone 5.61 5.24 5.11 5.29 4.97

Android Tablet 8.63 8.09 8.07 8.03 8.22

Chrome OS 9.45 9.04 9.07 9.24 9.27

Kindle Fire 7.08 6.72 4.85 4.63 7.49

Linux 4.55 4.94 5.65 4.91 5.11

Macintosh 9.53 8.83 9.23 9.1 9.57

Other 5.76 7.88 5.32 4.61 7.03

Windows 9.28 8.78 8.91 8.6 8.6

Windows Phone 5.3 5.24 5.24 5.32 4.9

iPad 9.09 8.63 8.53 8.46 8.91

iPhone 4.5 4.26 4.29 4.37 4.35

GLO

BAL

EQ2 2014


Average Order Value by Traffic Source Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Advertising $107.72 $119.86 $143.91 $116.41 $132.75

Affiliate Sites $264.55 $249.65 $208.39 $497.64 $445.19

Search $136.92 $144.44 $148.76 $187.03 $167.11

Social $119.17 $131.73 $147.22 $135.08 $132.68

Email $108.85 $104.34 $120.60 $109.39 $114.41

Average Order Value by Device Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Traditional $146.23 $159.07 $166.73 $194.83 $180.94

Tablet $133.60 $146.72 $153.83 $157.73 $149.53

Smartphone $111.47 $108.10 $128.69 $118.79 $116.48

iPad $148.02 $164.35 $168.25 $175.65 $167.22

Kindle Fire $102.08 $101.29 $116.95 $113.72 $108.76

Android $113.25 $122.53 $135.05 $135.09 $127.23

iPhone $117.61 $117.06 $133.38 $129.80 $128.71

Android $127.02 $114.75 $142.75 $122.60 $119.59

Windows $100.20 $98.15 $113.89 $109.88 $107.10

TABL

ETG

LOBA

LSO

URC

ESM

ART

PHO

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EQ2 2014

Average Order Value by Platform Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Android Phone $127.02 $114.75 $142.75 $122.60 $119.59

Android Tablet $113.25 $122.53 $135.05 $135.09 $127.23

Chrome OS $141.23 $145.37 $142.11 $165.27 $154.03

Kindle Fire $102.08 $101.29 $116.95 $113.72 $108.76

Linux $130.47 $189.75 $157.95 $147.93 $162.38

Macintosh $188.48 $208.73 $205.54 $256.56 $227.60

Other $225.58 $182.33 $232.31 $171.63 $156.52

Windows $150.48 $163.16 $172.96 $198.88 $186.62

Windows Phone $100.20 $98.15 $113.89 $109.88 $107.10

iPad $148.02 $164.35 $168.25 $175.65 $167.22

iPhone $117.61 $117.06 $133.38 $129.80 $128.71

GLO

BAL

EQ2 2014


Browser Market Share Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Internet Explorer 31.18% 29.81% 28.12% 27.07% 25.31%

Chrome 23.23% 23.55% 24.08% 24.62% 25.16%

Mobile Chrome 0.88% 1.49% 2.15% 2.82% 4.24%

Firefox 13.97% 13.05% 12.15% 12.21% 11.69%

Mobile Safari 16.07% 17.81% 19.50% 19.72% 20.83%

Safari 14.17% 13.97% 13.67% 13.28% 12.59%


Chrome 23.23% 23.55% 24.08% 24.62% 25.16%

Mobile Chrome 0.88% 1.49% 2.15% 2.82% 4.24%

Firefox 13.97% 13.05% 12.15% 12.21% 11.69%

Mobile Safari 16.07% 17.81% 19.50% 19.72% 20.83%

Safari 14.17% 13.97% 13.67% 13.28% 12.59%


Chrome 28.39% 27.56% 28.30% 24.96% 22.87%

Mobile Chrome 1.05% 1.49% 1.85% 3.36% 5.25%

Firefox 9.96% 9.37% 8.60% 7.55% 6.52%

Mobile Safari 24.11% 26.82% 28.19% 32.71% 36.98%

Safari 12.34% 12.40% 12.42% 13.51% 12.54%

GLO

BAL

US

UK


EQ2 2014

Average Order Value by US State Q2 2014

Armed Forces - America $257.32

Armed Forces - Europe $204.02

Alaska $204.12

Alabama $148.29

Armed Forces - Pacific $218.32

Arkansas $198.82

Arizona $161.89

California $186.26

Colorado $217.95

Connecticut $165.50

District of Columbia $190.21

Delaware $169.55

Florida $198.13

Georgia $147.77

Hawaii $213.81

Iowa $173.13

Idaho $147.69

Illinois $202.55

Indiana $151.80

Kansas $173.39

Kentucky $140.41

Louisiana $164.71

Massachusetts $168.96

Maryland $151.57

Maine $129.25

Michigan $142.71

Minnesota $160.88

Average Order Value by US State Q2 2014

Missouri $174.87

Mississippi $151.40

Montana $146.39

North Carolina $152.52

North Dakota $161.81

Nebraska $160.11

New Hampshire $151.71

New Jersey $156.07

New Mexico $212.17

Nevada $171.25

New York $176.66

Ohio $146.78

Oklahoma $209.42

Oregon $167.72

Pennsylvania $114.27

Rhode Island $145.43

South Carolina $138.89

South Dakota $158.64

Tennessee $156.47

Texas $285.11

Utah $173.65

Virginia $157.50

Vermont $140.49

Washington $164.79

Wisconsin $189.32

West Virginia $122.92

Wyoming $164.69

EQ2 2014


For all media inquiries, questions, and feedback regarding the information in this report, or to obtain copies of previous releases of the EQ, contact:

Matt Helmke Sr. Director of Branding & Buzz

(215) 987-4441 [email protected]


EQ2 2014

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EQ2 2014


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