 |
   |
Visit min's sister site:  |
|
|
|
|
BREAKING NEWS & VIEWS
Cashing In On Tablets: The T-Commerce EffectMonday, January 23, 2012 As we report in min this week, retailers and marketers are catching on to the fact that tablet’s are among the best devices we have seen yet for  e-shopping. Adobe adds even more metrics to the argument with their year-end report on conversion and order rates from tablet-based shopping. The Adobe Digital Marketing Insights report analyzed 16.2 billion transactions across smartphone, PC and tablet devices accessing over 150 retailers. In 2011. Enter T-Commerce. The evidence shows that tablet browsers of retail sites spend 50% more per purchase than smartphone users, and they spent 20% more than people accessing the sites from traditional PC interfaces. The rate of conversion from browser to shopper was not quite as high on tablets as on the PC, where interfaces and shopping procedures are more evolved. But tablet users were much more likely to convert (by 3X) as smartphone browsers. But in the last two months of 2011, during the height of the holiday buying season, tablets came on even stronger, showing higher conversions, peaking at 4.2% on Cyber Monday (the Monday after Thanksgiving) but staying at 2.5% throughout the holiday. Traditional PC conversions hit 4.8% on Cyber Monday and remained at 3.2% for the holidays. When it came to average order value (AOV) tablets rule. The AOV for those buying via tablets in 2011 was $123 compared to $102 online and $80 on smartphones. Obviously, tablets represent a higher income early adopter demographic that would have more buying power generally. But the habit of buying on tablets appears very strong and will no doubt continue to drive T-Commerce even as the demographics of tablet ownership broaden. While still fractional, the share of visits coming from mobile devices to retail sites has grown exponentially in 2011. Adobe finds that in January 2011 3% of site visits were from smartphones, but that doubled to 6% by year’s end. Tablet share grew even more dramatically, starting at 1% of site visits in January and quadrupling to 4% by December 2011. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
Take min's fun quiz and find out how magazine-savvy you are! COMMENTS
|
min's Digital Media Summit
App Central min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data. 
Please enter the following information to have a link to The Skinny emailed to your iPhone:
White Papers
min Contests
min Press
 Events Calendar
min's Integrated Marketing Awards |
.jpg)
.jpg)
.jpg)
| Copyright © 2012 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
