Couch Commerce: How Tablet Shoppers are Changing Online Sales

COUCH COUCH COMMERCE HOW TABLET SHOPPERS ARE CHANGING ONLINE SALES Analyzing the web browsers, operating systems, screen resolutions, and service providers that consumers use when visiting a website has become commonplace. The burgeoning tablet market has made understanding trends in hardware just as important when optimizing a website to create a relevant customer experience. GLOBAL TABLET SALES 70% Approximately 119 MILLION of them will be tablets will be sold in 2012. iPads Between 2012 and 2016, worldwide iPad sales are expected to increase 132 percent, while Android sales are estimated to grow twice as fast. WORLDWIDE IPAD SALES: WORLDWIDE ANDROID TABLET SALES: 200 million 169.6 MILLION 200 million 137.6 MILLION 150 million- 150 million- 99.5 MILLION 100 million- 72.9 MILLION 100 million- 61.6 MILLION 37.8 50 million- 50 million- MILLION 2012 2013 2016 2012 2013 2016 NO SIGN OF A SLOWDOWN The fastest-growing demographics for tablets are both young and old consumers. 2012 TABLET USER GROWTH BY AGE: | 134% | 132% 65+ 0-11 12-17 118% | 117% 18-24 55-64 115% 25-34 112% 45-64 191% 35-44 90% By 2015, more than 25 percent of the U.S. population will use an iPad at least once per month-accounting for more than one-third of all Internet usage by individuals of any age. U.S. IPAD USERS: 90.8 100 million- 81.1 MILLION 70.5 MILLION MILLION 75 million- 53.2 MILLION 50 million- 25 million- 2012 2013 2014 2015 THE IMPACT ON ECOMMERCE Consumers continue to move away from desktop and laptop computers when shopping online, requiring ecommerce businesses to rethink the customer experience for visitors on smartphones and tablets. WEBSITE VISITS BY DEVICE: Q1 2011 Q1 2012 94% 1.66% 1 6.52% 348% Website Visits from PCs Tablet (Q1 2011) 14.23% 15.35% Increase in Traffic from Tablets in One Year 88% (Q1 2011 - Q1 2012) Smartphone Website Visits from PCs 194.12% 1 88.12% (Q1 2012) PC KEEP THEM ON THE COUCH As more tablets are sold and consumers use these devices to shop online, the era of "couch commerce" is well underway. WHERE DO ONLINE SHOPPERS USE THEIR TABLETS? 96% 94% 75% 70% Living Room om Home Office Porch 2010 mobile (including tablets) payments through PayPal: $750 33% MILLION -67% Mobile transactions using credit card 2011 mobile (including tablets) payments through PayPal: Mobile transactions using PayPal $4 BILLION To convert tablet browsers to buyers, online marketers should test alternate payment PayPal methods–such as PayPal and other mobile payment options-that don't require a tablet user to reach for a credit card. Besides assuring all website functionality works properly on a tablet (e.g., drop-downs and hover states often don't work on the iPad), here are three other ways to optimize the website experience for tablet shoppers: Larger navigation and add-to-cart Finger-friendly swiping Responsive web design buttons SOURCES: MONETATE EQ I EBAY I GARTNER I PEW INTERNET monetate Follow @ Monetate on twitterY