Business Insider (BI) released a new report this week saying they believe tablets will account for 50% of all the sales on mobile in the US this year.
The report explains why this is bound to happen despite there being fewer tablets than smartphones in the US:
- Larger screens make it easy to pinch and zoom, and search for more information
- Audiences seem to be more receptive to interactive tablet ads
The report also says that total money spent per order and conversion rates are higher on tablets than on smartphones.
BI isn’t the only one claiming that tablets will take over smartphones in mobile retail. Last week IBM reported that each tablet user spent $132.75 whereas smartphone users spent $115.63 on average during Black Friday this year.
An article in Financial Times reported that tablet shopping will triple to £4.7 billion in the UK, with a similar trend expected in the US market.
Can Smartphones Keep Up?
BI says tablets are winning because it is easier to find information on them. The following developments, however, might level the playing field for smartphones:
- If more businesses created responsive or mobile-friendly sites with easier purchase processes
- If real-time recommendations on mobile phones become the norm. Google already includes action buttons in email notifications. If other apps started including “shop now” buttons in their push notifications, that could enhance smartphone retail experience
Either Way, Mobile Rules
Whether tablets become the top device for online retail or smartphones keep up, mobile devices will continue to dominate overall. A recent study from comScore and The Partnering Group found that between Q2 2012 and Q2 2013, mobile commerce grew by 24% while overall eCommerce grew by only 16%.
The comScore report also said that people spent 55% of all retail browsing time on smartphones and tablets in June 2013.
Local businesses have no choice but to adapt and create a mobile-friendly presence. Digital agencies also have a great opportunity to fill the gap by providing the right online solutions to local businesses.
(Photo courtesy of miniyo73)