Retailers STILL Aren’t Ready for Shopping via Tablets
2013 marked the year that tablets closed in on smartphones in relation to the value of retail sales made over mobile devices in the US.
Business Insider Intelligence predicts tablets will soon account for 50% of the total value of US retail sales made over mobile devices, despite there being significantly fewer tablets in circulation.
What is it About Tablets That Makes Them Optimized for Online Shopping?
BI Intelligence highlights their “lean back” potential. Their large screen and pinch-and-zoom feature enable customers to settle in for serious online shopping sessions, including up-close-and-personal product views, search, and web browsing. And in what should be music to the ears of US retailers, on average order values, retail traffic and conversion rates are better on tablets.
Despite the glut of positive statistics, online sellers continue to drag their heels when it comes to creating tablet-optimized shopping experiences for customers.
“Continue ignoring the tablet opportunity — as many have been — [retailers] risk missing out on sales on a channel that is quickly eclipsing smartphones,” Business Insider warns.
How Tablets are Closing the Gap on Smartphones as the US’ Preferred Mobile Shopping Device
- According to ComScore, mobile devices now account for 59% of time spent on e-commerce sites.
- Tablets are favored for high-level research at the beginning of the purchase process, and at the end to complete the sale.
- BI Intelligence claims many consumers are dissatisfied with the shopping experience offered via tablets, both via sites and landing pages.
- The current state of tablet sites fails to maximize on tablet-specific advertising, which data indicates audiences are highly-receptive to.
- Americans have already begun to equate holiday shopping, such as Thanksgiving, Black Friday, and Cyber Monday, with e-commerce – in particular tablet shopping. While offline retail was down in 2013 over these three days, total e-commerce grew 24% to $4.6 billion.
- Over Thanksgiving, Black Friday, and Cyber Monday in 2013, mobile commerce grew by 63% to nearly $940 million.
According to Damien Zamora, CEO of GoMobile Solutions: “Tablets provide a better shopping experience so it’s not surprising how much they are preferred by shoppers.”
“The most important point to remember is that it’s still mobile and a mobile app is still the best way businesses can compete in today’s mobile economy. “