Mobile devices account for 35% of online retail purchases, according to a study by AOL and the University of Virginia School of Engineering and Applied Science. Retail was among the top four categories for mobile online conversions. Home “digital time” with mobile devices was found to be increasing, as the study reports 25% of total digital time at home is on tablets or cell phones. The study also found 75% of all mobile ad impressions were viewed within the home, countering common beliefs that time spent on mobile devices is outside the home.

The study says 65% of mobile sales conversions were on tablets, with 85% of those from iPad devices. Android and Apple devices accounted for 50% of smart-phone conversions.

“What we’re learning is that consumers are increasingly using their mobile devices in much the same way they do with their computers when they’re at home,” said Chad Gallagher, director of mobile at AOL Networks. “And, with a quarter of all digital time spent on smartphones and tablets at home, marketers are realizing that they can’t afford to run desktop-only campaigns anymore.”