Source: Adobe Systems Incorporated via iStrategy Conference
Consumers who visit retail websites using tablet devices (“Tablet Visitors”) are more valuable online customers than those who visit websites using smartphones or traditional desktop/laptop computers.
Based on its analysis of 16.2 billion visits to the websites of more than 150 retailers in 2011, Adobe Digital Marketing Insights found that Tablet Visitors spend over 50% more per purchase than visitors who use smartphones (“Smartphone Visitors”) and over 20% more than visitors who use desktop/laptop computers (“Traditional Visitors”). Additionally, Adobe found that Tablet Visitors are three times more likely to make a purchase than Smartphone Visitors and nearly as likely to purchase as Traditional Visitors.
Other findings from the Adobe study include:
- Tablet Visitors respond to promotions: Conversion rates and average order values on Black Friday and Cyber Monday rose above their 2011 Holiday and Calendar 2011 averages.
- Tablet Visitors are rapidly growing in size. Although they generate a small portion of total website visits, their share of total visits increased from 1% to 4% in just 12 months.
- Tablet Visitors appear to spend more because of their demographics, the nature of the tablet user experience, and the environment in which Tablet Visitors shop online.
These findings suggest that retailers can no longer afford a “one-size-fits-all” approach to mobile optimization because Tablet Visitors and Smartphone Visitors are distinct customer segments. Retailers should evaluate the opportunity that Tablet Visitors offer and develop strategies to better attract, convert and retain them.
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