Tablet use as nearly as big as laptops, desktops for Web purchases
Meteoric growth in buying via tablets seen in coming months
Computerworld - Tablets are now nearly as popular as desktops and laptops for buying items on the Web, according to data from Web merchandising firm Monetate.
In the second quarter of 2012, 3.17% of tablet users on the Web made an online purchase, while 3.34% made purchases from desktops and laptops, Monetate's data shows.
"Tablets are truly a competitor for the desktop [and laptop], with Web tablet users converting [to buy] at nearly the same rate," said Monetate's chief marketing officer Kurt Heinemann in an interview.
The average order value from a tablet in the second quarter also was larger than from a desktop or laptop, and much larger than in previous quarters, he noted. Tablet buyers spent an average of $96.11 for a purchase in the second quarter of 2012, while traditional Web buyers spent an average of $91.86.
Total Web traffic still remains much higher for desktops and laptops, but has grown dramatically for smartphones and tablets in the past year as more devices have hit the market, Heinemann said. In the second quarter of 2011, tablets and smartphones accounted for 6.53% of Web traffic, but jumped to 16.08% in the second quarter this year.
"That is a major hockey stick in terms of growth," Heinemann said. "We are now in the first stages of the Web experience moving to tablets and smartphones. We're just hitting a boom. That 16% number will definitely go into the 20s by the first quarter of 2013."
Monetate derived its data from an estimated 100 million e-commerce sessions. Monetate provides software and guidance to more than 150 retailers and other Web merchandisers, helping them customize ad campaigns for better sales. The company works with such Web retailers as Best Buy, QVC, The Sports Authority and Petco, among others.
The research shows that smartphones are principally used for researching products to buy, while tablets, which can be "more visual and more tactile" because of their large touchscreens, are easier for users in moving around a Web site, Heinemann said. Smartphone purchases are only about a third as frequent as purchases made with a tablet, even though the average order value on a smartphone is slightly greater than with a tablet, Monetate found.
Monetate encouraged businesses that sell on the Web to plan for adapting to touch-centric tablets as the devices grow in popularity and as a way to make purchases. One big difference with a touchscreen tablet over a pointer or mouse on a laptop or PC is that there's no "mouse-over" capability with a tablet, whereas a pointer on a laptop or a mouse on a desktop can hover over something on a Web page to make a ghost image appear with more detailed information. A user's finger on a touch tablet can't hover over something for more information.
- IDC drops tablet sales forecast, sees phablets encroaching on the market
- Samsung to offer 3 new tablets starting Feb. 13
- Tablets remain tops in American gift-buying plans
- 'Phablets' are eating into the tablet market, IDC says
- Apple springs Retina iPad Mini on customers
- The puzzling Lumia 2520 tablet: Will it disappear when Microsoft buys Nokia?
- Dell launches four new tablets -- all on Intel chips
- Few use tablets to replace laptops
- New Kindle Fire HDX's tech support button could push IT to yell 'Mayday!'
- Kindle Fire HDX tablets show big push for business users
- It's Not Them, It's You: How Customer Experience Impacts Your Identity and Access Management Practices Customers want more online access, but they also want to do less to get there: more mobility with less hassle. More security, but...
- 5 Reasons It's Time For Secure Single Sign-On While cloud-based applications provide many business benefits including lowering capital expenditures, they can also drive up operational expenses by requiring more administration and...
- Identity is the Center of Omnichannel This paper covers the benefits of adding an identity layer to bridge the gaps of simplified access, multiple entry points and authentication -...
- How to Extend Identity Security to Your APIs This paper discusses what these standards and specifications are, how they can be composed with existing standards like SAML, and details about how...
- What Does it Take to Deliver a Superior Customer Experience? The Two Top-Rated Online Retailers, B&H Photo and Crutchfield Electronics, Share Their Secrets Discuss practical CX tools and service methods such as contact center agents and the use of realtime speech analytics to help contact center...
- Cloud BI in Action: Recorded Webinar of Customer, Kony, Inc. See how Kony, Inc., a leading enterprise mobility company, is using TIBCO Jaspersoft for Amazon Web Services and Redshift to achieve embedded analytics... All E-business White Papers | Webcasts