Tablet visitors spent 21% more than laptops or PC users online
Tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops during the 2011 holiday season and throughout 2011, suggesting that tablet visitors were the most valuable online customers last year, according to a new report by Adobe.
The report, Adobe Digital Marketing Insights, found that tablet users spent 54% more than smartphone visitors and 21% more per purchase than desktop/laptop visitors.
Tablet visitors were nearly as likely to purchase products and services online as desktop/laptop visitors, while three times more likely to buy online than smartphone visitors, the study said.
Adobe Digital Marketing Business senior vice president and general manager Brad Rencher said this study shows the importance of optimising your 2012 e-tail strategy for tablet visitors to avoid the risk of underserving a highly-profitable, fast-growing customer segment.
If retailers treat mobile and tablet optimization strategies alike, they may fail to leverage the power of tablet visitors, which the study suggests, convert nearly three times more frequently than smartphone visitors.
Higher tablet visitor profitability is driven by demographics of tablet visitors, as well as the flexibility of the overall tablet user experience, the study suggests.
Higher income levels among tablet owners, who also have higher usage rates over the weekend, and they are typically males between the ages of 18-34 years old also contributed to more online shopping, the report revealed.
The Adobe study analysed 16.2 billion anonymous visits to the websites of more than 150 top US retailers, in the study.