The importance of tablets to ecommerce is well-documented, with research consistently showing that the devices convert at a much higher rate than smartphones.
And new data from Adobe shows global websites are now getting more traffic from tablets than smartphones, at 8% and 7% of monthly page views respectively.
This is particularly impressive considering that the device only came to market three years ago, and it’s also good news for ecommerce sites.
In December we reported that conversion rates from tablets were four times higher than on smartphones, and actually peaked above desktop on Cyber Monday.
The fastest growth in ad spend is coming not from mobiles but from tablets. Campaigns for tablets are often grouped with mobile, and yet consumer behaviour is different on each.
Understanding that difference is critical in creating an effective campaign for tablet users.
In case you hadn’t noticed, smartphones and tablets are now hugely important for ecommerce both in terms of traffic and conversions.
According to Ofcom, smartphone penetration in the UK now stands at 58% while 19% of the population owns a tablet, so websites have no choice but to adapt to accommodate the ensuing changes in consumer behaviour.
With this in mind, I thought it would be useful to round up some of the most useful stats and surveys we’ve seen in the past 12 months.
And for more data on m-commerce checkout our Internet Statistics Compendium...
Tablets accounted for almost one fifth (18%) of UK paid search clicks for retailers in 2012 compared to 13% on smartphone, according to a new report from Kenshoo.
Tablets also delivered 18.3% of conversions and 21.3% of revenue, while smartphones achieved just 3.6% of overall retail conversions from PPC and 3.4% of revenue.
Similarly, the conversion rate from smartphone visits is just 1.59% compared to 5.85% on tablet and 6.53% on desktop.
The report indicates that marketers aren’t yet making the most of the opportunity presented by tablets, as the devices account for 14.1% of ad spend at a CPC of £0.25, while desktop hoovers up 78.7% with a CPC of £0.36.
Throughout 2012 we’ve seen numerous studies that highlight the massive difference between shopping behaviours on tablet and smartphones.
The usability of each device should make this obvious, yet they were often – and occasionally still are – lumped together in the mobile category when comparing sales and traffic stats to desktop computers.
This is despite the fact that data published by Adobe in May shows that one tablet generates as many website visits as four smartphones.
By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet.
However, smartphones only maintain a greater share of website visits due to the lower penetration rate of tablets, with 5x more smartphones shipped across North America and Western Europe compared to tablets.
Smartphones and tablets have accounted for more than a quarter (28%) of the clicks on retail paid search ads so far this Christmas, according to data from Kenshoo.
The Kenshoo 2012 UK Online Retail Christmas Shopping Report - Early Edition, indicates that the share of clicks from personal computers is down to 72%, with tablets comprising 15% of all clicks and mobile phones accounting for 13%.
The data also shows that tablets drive the highest average order value at £85.55, followed by smartphone (£77.80) and desktop (£75.93).
However smartphone conversions lag way behind the other devices at just 1%, compared to 4.99% on tablet and 5.16% on desktop.
Mobile-first, or web-first? Neither alone is a real strategy for success.
For Rupert Murdoch's News Corp., learning that has proved to be an expensive experience as the media giant has decided to abandon its iPad-only publication, The Daily, after less than two years.
Earlier this week Grazia launched a new weekly iPad edition, featuring a shopping facility so readers can buy the products they see on screen.
Available through Apple’s Newsstand, the iPad edition costs £1.99 each week and features all the editorial content from the print magazine.
But it’s the shopping feature that is particularly interesting, as it shows that Grazia’s publisher Bauer Media is trying to find new ways of monetising its digital content.
Running an affiliate programme through the iPad edition could prove to be a decent revenue stream for magazines that have seen circulations and profits nosedive in recent years.
Boots has been touted as one of the headline launch partners, but you can also buy products from the likes of Net-A-Porter, Austique and Designers Guild.
Looking for a tablet this holiday shopping season? If you are, and you're leaning towards a shiny new iPad, wait just a minute: Oprah wants you to know that she loves the Microsoft Surface. How much does the billionaire media personality love it? According to a tweet she posted this past Sunday, Oprah has already purchased 12 of the devices as gifts for Christmas.
Don't expect Apple to lose any sleep over Oprah's endorsement of Microsoft's Windows 8 tablet: if you believe Oprah posted the tweet in question, she did so from her iPad.
The $329 iPad mini may be selling like hotcakes, but that isn't fazing one of Apple's biggest competitors in the tablet market. According to Amazon, the Kindle Fire HD has not only survived the launch of a smaller, cheaper iPad, it's actually thriving.
That may suggest that the iPad mini and Kindle Fire HD aren't really competing with each other, but don't tell that to Amazon. The online retail giant thinks that the iPad mini is a juicy target and is using its homepage to prove the point.