Is the iPad Winning In E-Commerce?

Growing competition from other tablets hasn’t harmed sales of Apple‘s (NASDAQ:AAPL) iPad, which still counts for 9 out of every 10 tablets sold on e-commerce websites.

That figure is down from a year ago, when the iPad commanded 91.68 percent of e-commerce traffic. Android tablets are gaining presence in the market, growing from 4.75 percent a year ago to 8.2 percent in the first quarter. Sales of Amazon’s (NASDAQ:AMZN) Kindle Fire have fallen in the past year from 3.58 percent to 2.51 percent.

Users of the iPad also spend the most money using their tablets, having an average order value of $99.05. In second place were Android users with $95.48, and the Kindle comes in third with $83.58. People who use the iPad are not only more likely to use their tablets for online shopping, but they also spend more money than other tablet users when they do so.

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The use of tablets for online shopping has almost doubled since the first quarter of 2012, up from 5.95 percent of online shopping traffic last year to 10.58 percent at the start of 2013. While traditional computers still make up the vast majority — 78.99 percent — of online shopping sales, tablets remain slightly more popular than smartphones for online shopping.

Apple users also dominate online sales using traditional computers,with an average purchase value of $106.35 per order, versus PC owners’ $97.77 per order. The only arena in which Apple didn’t quite take the cake was smartphone shopping. Google‘s (NASDAQ:GOOG) Android accounted for $107.14 per purchase while the iPhone had an average of $107.03.

Android accounts for 75 percent of smartphone sales, but Apple’s iOS still leads in browser share usage, which suggests that Android owners and iPhone owners use their smartphones in different ways.

Apple’s newly released iPad mini is outselling other iPad models, showing that the smaller, cheaper tablet is more appealing to consumers than the more expensive, less portable iPads, despite the mini’s older processor. The iPad mini starts at $329 and makes up 65 percent of total iPad sales, in comparison with the bigger iPad models that start at $499. Since the 7 to 8 inch segment is becoming the mainstream of the market, it is expected we could see a second-generation iPad mini by the end of the summer.

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While the iPad continues to dominate the tablet market, low-end inexpensive tablets churned out by Asian manufacturers and sold at stores like Staples (NASDAQ:SPLS) and Toys R Us have shown the biggest growth. The low-end tablets are almost all based on Google’s Android platform and often wholesale for less than $60 a pop. Shipments outside the top five vendors — which currently are Apple, Samsung, Asus, Amazon, and Microsoft (NASDAQ:MSFT) — accounted for nearly a third of the market, up from a quarter last year.

Analyst Ryan Reith told Reuters, “There’s no question that growth is at the low end of the market. It’s 80 to 100 vendors distributing no-name brands across the world — and those are just the ones we can get a sense of.”

For now Apple seems to be crushing any tablet competition, but with less expensive models flooding the tablet market, it remains to be seen if they can keep their lead.

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