Along with tablet, pad,
and playbook, may we suggest another name for those slab-like mobile computers: ecommerce magnet.
Indeed, new research from Adobe finds that tablet users spent 21% more per purchase in 2011
than non-tablet users.
“The results of this study indicate that tablet devices have become an absolutely critical new sales channel,” said Brad Rencher, SVP and general manager of
Adobe Digital Marketing Business.
The Adobe study suggests that demographics of tablet visitors -- i.e., higher income -- as well as the flexibility of the overall tablet user experience,
contribute to higher tablet visitor profitability.
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.
Also of significance, 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.
What’s more, tablet visitors were nearly three times more likely to buy products and services online than smartphone visitors, and
were nearly as likely to purchase as desktop/laptop visitors.
For its study, Adobe analyzed 16.2 billion anonymous visits to the Web sites of more than 150 top U.S. retailers.