Tablets provide a better ecommerce outcome than smartphones and the gap is growing


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Smartphone are becoming an indispensable tool for consumers, but for research and not for purchase, something we have observed before.

Tablets on the other hand appear to have more utility as an ecommerce device.

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You will find more statistics at Statista

Now some more evidence to the point. New research by Monetate suggests that while the share of ecommerce delivered over smart devices increased from 18 to 27 per cent last year, tablets are doing most of the heavy lifting.

In its story on the research  Statistia notes ”Tablets account for more traffic than smartphones do, and the conversion rate on tablets is much higher than it is on smartphones. The data suggests that tablet users actually make purchases on their device while smartphone users browse products and check prices on the go but turn to bigger devices or actual brick-and-mortar stores to make the purchase.”

The other data point that stood out to us is the average order value per device during the key shopping period between Thanksgiving and Cyber Monday in America. The Monetate research shows total order values increasing across devices, but within the mix there is variability.

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(Source: Ecommerce Quarterly by Monetate)

Tradition channels and tablet orders both grew roughly 15 per cent, but the value of smartphone orders actually fell, contrary to the headline trend. Smart phone orders also had the smallest value by channel.

And the authors have some advice for retailers who want to maximise the return from their digital marketing and mobile investments based on their data.

“Send smarter and more relevant emails promoting your holiday sales. Use real time mechanisms like countdown clocks to create a sense of urgency and open-time emails to geo-target shoppers with holiday offers specific to their location.”

And they say, make sure you have continuity of experience between email and website to provide a consistent feel.

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