Android is emerging as the front-runner operating system — 85% of smartphones, 65% of tablets — but misses out on ecommerce. By any ecommerce metric, Apple’s iOS wins:
- Nearly 4X the online sales
- 34% higher conversion rate
- 24% higher average order value
You can check your own metrics in Analytics (Audience -> Technology -> Browser & OS -> Primary Dimension: Operating System). See if your bidding strategy should change based on your site visitors’ behavior.
Mobile plays an increasing role in purchase paths, whether researching before buying, pulling shoppers into retail stores, or direct ecommerce. Mobile devices now account for over half of all site traffic, and one-third of all sales are being completed on mobile devices.
As a general rule, the bigger the screen, the more dollars spent. This year’s average sale on tablets is $122 vs $105 for smartphones.