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Tablet visitors to e-commerce sites spend 20% more than desktop shoppers, and twice as much as those using smartphones, according to a new report.
Adobe’s Digital Marketing Insights report takes its data from 16.5bn visits to more than 150 retailers last year, and shows that AOVs from tablets are higher than from other devices.
It also suggests that retailers should consider optimising the experience for tablet users.
Percentage of visits from tablets
Before retailers get too excited by the figures, it’s important to note that tablet users make up a small proportion of total visits, just 4% on average.
However, this is a growing proportion, rising from 1% in January 2011 to 4% in December.
In stats from August, of the 1.57m sales generated by affiliates in August, 77,082 were made via mobile devices. 27,551 were via iPad, 26,360 on iPhone, and 13,862 on Android.
In these stats, the iPad accounted for 0.9% of all visits, much lower than Adobe’s, yet contributed 1.75% of all sales.
Many more tablets were sold over Christmas, so the number of people accessing e-commerce sites on tablets is only going one way for the moment.
Smartphone use is also growing, doubling from 3% in January 2011 to 6% in December.
More at: http://econsultancy.com/uk/blog/8731-tablet-shoppers-spend-21-more-than-other-consumers?
Starting with ‘smart TV’, YouGov says that only 15% of UK consumers say they will own one within the next 12 months. A multi-country study was carried out in November 2011 with almost 13,000 respondents and the full findings on technology device ownership, content and attitudes is due for full release in Q1 2012.
As we’ve covered heavily over the past few weeks, the TV set will soon become a key device that people use to access internet content either directly via a games console (such as the Xbox 360) or other ‘plug-in’ box such as Boxee or YouView (a new partnership between major broadcasters such as the BBC and Channel Four as well as BT).
Inthe area of smartphones, YouGov says that 86% of smartphone users ignore advertising on mobiles. YouGov’s Smartphone Mobile Internet Experience study tracks consumer experience of smartphones, mobile internet and applications, quarterly. The next wave of the tracker begins in December 2011 with a report due in January 2012.
Now on the surface this conflicts with recent IAB research that suggests 82% of smartphone users and 73% of tablet owners they wsurveyed (a total of 600 people) said that not paying a subscription but having advertising on mobile websites was the preferred approach.
With regards to radio, YouGov says that just over one in five (22%) of 18-24 year olds have listened to the radio via a portable radio set (including DAB). However, over one third (38%) of this age group has listened to radio streamed over the internet.
Finally, tablets. Russell Feldman, associate director of technology at YouGo says that nearly one quarter (24%) of tablet users access the internet in bed – which supports another suggestion from IAB that tablets are the ideal ‘downtime device.
IAB stats from last month claim that more than 50% of tablet interactions were found to take place in the late evening (between 7 - 12pm) resulting in tablets being the most used device amongst owners in the evening. Tablet usage then accelerates during the weekends with 25% of respondents choosing to use their device during their downtime and 49% agreeing the tablet is the device that best allows them to be entertained.
More at: http://econsultancy.com/uk/blog/8542-yougov-releases-consumer-predictions-for-2012
Research from the Internet Advertising Bureau (IAB) launched today suggests that consumers see tablets as the perfect device for late evening use when in front of the TV.
The study from research company Sparkler in partnership with panel providers On Device Research, found that 51% of all tablet uses occurred in front of the TV. In fact, tablet owners are 50% more likely to use their tablet in this situation than their mobile (35%) or PC (33%).
More than 50% of tablet interactions were found to take place in the late evening (between 7 - 12pm) resulting in tablets being the most used device amongst owners in the evening. Tablet usage then accelerates during the weekends with 25% of respondents choosing to use their device during their downtime and 49% agreeing the tablet is the device that best allows them to be entertained.
More at: http://econsultancy.com/uk/blog/8473-iab-research-says-tablets-are-perfect-downtime-devices
General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
- 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
- 72% use their smartphones while consuming other media, with a third while watching TV
- 93% of smartphone owners use their smartphones while at home
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
- 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
- 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
- 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
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Much of what Google is talking about also makes me think of the concepts, trends and experiences from companies that Bob Pearson describes in his book Pre-Commerce:
[…] We are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves and why they choose to support certain brands above others.
While Google’s primary focus is on mobile advertising, their key conclusion is clear:
[…] Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users. Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.
A prerequisite is ensuring your online presence – whether it’s a blog, a static website or a full-blown e-commerce experience – is ready for mobile so that when someone comes to you on a smartphone, they get content that works on that device, not the desktop website that is simply ridiculous on a smartphone and very much a “goodbye experience.”
Read more at: http://www.nevillehobson.com/2011/04/27/are-you-really-ready-for-the-mobile-consumer/
Techcrunch stated that in February 2011, just under 14% of access to their site was on a mobile device - up 702% from February 2009. Add this to the fact that Twitter CEO, Dick Costolo, recently said that 40% of all Tweets are now composed on mobile devices (up from around 20% in 2010) and we begin to get a pretty clear picture of the way mobile is impacting social media.
Indeed, more research has suggested that the number of people accessing social media services from their phones in the US alone will rise by 20% annually between now and 2015.
