Commentary

Testing The T-Commerce Paradigm

Do tablets inspire consumers to shop, or are tablet owners -- largely high-income, early adopters -- just big shoppers? A panel of "t-commerce" experts is currently debating the issue at OMMA's Tablet Revolution conference. 

Either way, research clearly shows that tablets are ecommerce-friendly. Adobo, for one, just found that tablet users spent 21% more per purchase in 2011 than non-tablet users.

The Adobe study did suggest that demographics of tablet visitors -- i.e., higher income -- as well as the flexibility of the overall tablet user experience, is contributing to higher tablet visitor profitability.

Also of note, tablet visitors are more likely males between the ages of 18 and 34 years old, and tend to be more affluent than other online shoppers. Meanwhile, tablet users have higher usage rates over the weekend, when there is more time to shop online.

As a result, during the 2011 holiday season and throughout 2011, tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops, according to Adobe. Tablet visitors spent 54% more than smartphone visitors, and 21% more per purchase than desktop and laptop visitors.

Next story loading loading..

Discover Our Publications