97% 85%

Mobile Shopping on Boxing Day 2012

Shopping by Device

Share of Mobile Shopping

Conversion & AOV

MOBILE

NON-MOBILE

iPad

iPad

CONVERSION

AVERAGE PAGE VIEWS PER SESSION

AV

ER

AG

E O

RD

ER

VA

LUE

(AO

V)

Non-Mobile

Least Mobile: 3 Dec.

14%

Box

ing

Day

Chr

istm

as

Most Mobile: 25 Dec.

28%

Desktop

iPhone

iPhone

Other Mobiles

Other Mobiles

Other Tablets

Other Tablets

0% 1% 2% 3%£0

£125

*Values may not total 100% due to rounding.

£100

£75

£50

£25

4%

Session Length

DECEMBER 2012

• MobileusagegrewsteadilyfromthebeginningofthemonththroughChristmasandBoxingDay,whenitpeaked.

• On1Dec.,about19%ofshopperswereonamobileplatform.By25Dec.,thesharehadclimbedto28%.

DECEMBER 2012 VS 2011

• ShareofmobilesalesfromAppledevicesdropped12%from2011to2012.

2011 2012

25 – 31 DECEMBER

• Screensizematters!Desktopsproducedthehighestconversionat3.7%,followedbyiPadsat2.5%,andmobilephonesaround1%.

• AppledevicesdrivehigherAOVthannon-Appledevices—£106.48foriPhoneand£98.25foriPad.

25 – 31 DECEMBER

• Shoppershavethelongestshoppingsessionsondesktopcomputers,andtheshortestwhenonmobilephones.Tabletsstrikeahappymediumfortheon-the-goshopper.

BOXING DAY 2012

• OneinfouronlineshoppingvisitswereonamobiledeviceonBoxingDay2012.75%ofvisitswereondesktopsornon-mobilecomputers.

• Appledevicesdominatemobileshoppingforatotalof74%ofallvisits.Othersmartphonesaccountedforaquarterofmobileshoppingvisits.Othertabletshadjustover2%share.

SH

AR

E O

F S

HO

PP

ER

S

DAY IN DECEMBER

1

0%

20%

60%

40%

80%

100%

6 16 2611 21 31

Dynamic Personalisation for CommerceMethodologyThisRichRelevance2012BoxingDayShoppingInsights™studyisbasedonananalysisof322millionshoppingsessionswhichtookplaceinDecember2012.TheonlineretailsitesareallUK-basedandincludemassmerchantsaswellassmallandspecialtyretailers. © 2013 RichRelevance, Inc. All rights reserved. All other trademarks used herein are the properties of the respective owners.

www.richrelevance.co.uk

9.6

7.6

7.4

5.0

3.5

iPad

56%iPhone

18%

Android Devices

22%

Other Smartphones 3%Other Tablets 2%

Share of Mobile Sales