When marketers talk about e-commerce and digital marketing, tablets and smartphones often get grouped together within the mobile category.
It’s a useful, catch-all way of differentiating these two devices from desktop computers, but in reality the typical browsing and buying habits of a smartphone user are quite distinct from an average tablet user.
In a talk at E-commerce Expo Shop Direct Group’s e-commerce director Jonathan Wall said that the potential value of tablet users meant that businesses need to adopt an entirely separate strategy for the device.
Wall said that roughly 30% of traffic to Shop Direct’s sites, which include Littlewoods and Very, now comes from mobile devices, with smartphones accounting for a slightly higher percentage than tablets.
However tablets users convert at a higher rate than smartphones and drive a higher AOV than desktop.