Tablet Users Spend More On Commerce
- by Gavin O'Malley @mp_gavin, January 19, 2012
Along with tablet, pad, and playbook, may we suggest another name for those slab-like mobile computers: ecommerce magnet.
Indeed, new research from Adobe finds that tablet users spent 21% more per purchase in 2011 than non-tablet users.
“The results of this study indicate that tablet devices have become an absolutely critical new sales channel,” said Brad Rencher, SVP and general manager of Adobe Digital Marketing Business.
The Adobe study suggests that demographics of tablet visitors -- i.e., higher income -- as well as the flexibility of the overall tablet user experience, contribute to higher tablet visitor profitability.
Tablet visitors are more likely males between the ages of 18 and 34 years old, and tend to be more affluent than other online shoppers.
Also of significance, tablet users have higher usage rates over the weekend, when there is more time to shop online.
As a result, during the 2011 holiday season and throughout 2011, tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops, according to Adobe.
Tablet visitors spent 54% more than smartphone visitors, and 21% more per purchase than desktop and laptop visitors.
What’s more, tablet visitors were nearly three times more likely to buy products and services online than smartphone visitors, and were nearly as likely to purchase as desktop/laptop visitors.
For its study, Adobe analyzed 16.2 billion anonymous visits to the Web sites of more than 150 top U.S. retailers.
Great study! And it aligns with Kenshoo’s findings. Kenshoo retail customers have also seen tablet users spending more per transaction. The complimentary Kenshoo 2011 U.S. Online Retail Holiday Shopping Report (http://www.kenshoo.com/2011holidayreport.asp) delves into this topic, along with other key findings. Over the holidays, tablet users spent an average of $149.84 per transaction, compared to mobile phone users who spent $117.00 per transaction. Tablets and mobile phones collectively represented 14.46 percent of all clicks on paid search ads.
Maybe, just maybe, tablets are not e-commerce magnets, but that people who have a high propensity to conduct e-commerce have already purchased a tablet. The attribution of causality here is supposition isn't it?
ah duh...if you can afford the tablet, you can afford to buy stuff online. they needed a study for this?