The Impact of Tablet Visitors on Retail Websites

Adobe has released its first ‘Digital Marketing Insights’ report based on an analysis of data measured by the Adobe Digital Marketing Suite. The analysis looks at aggregated & anonymous data across 150 Retailers with 16B transactions and presents key findings on the impact of tablets on purchase behavior for retailers. This is the first in a series of data-driven industry insights that provide leading trends in digital marketing to customers and partners.

Report Overview

The report compares the business impact of consumers who visited retail websites using tablet devices (“Tablet Visitors”) with that of visitors who used smartphones and traditional desktop/laptop computers.  It is based on analysis of 16.2 billion visits to over 150 U.S. retail websites during 2011.

Key findings:

  1. Tablet Visitors were 3X more likely to purchase than Smartphone Visitors and spent 54% more per purchase
  2. Tablet Visitors spent 21% more per purchase than Traditional Visitors and were nearly as likely to purchase
  3. The share of visits from table users quadrupled, from 1% to 4%, in just 12 months

Bottom line: 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.

You can access the report here;

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