Tag: tablet commerce conversions

Tablet commerce losing its lead over smartphone shopping

Confidence is growing among mobile shoppers and the gap between the use of the devices is closing.

One of the primary struggles that have been faced so far in the mobile shopping world is in consumer confidence, and tablet commerce has always had far greater results in this area than the smartphone channel.

Even veteran online shoppers often struggle with their confidence and comfort on the smaller screen.

For several years, tablet commerce has seen considerably greater conversions than those experienced over smartphones, as consumers using those devices are more receptive to shopping than they are on the much smaller screens. This has been especially true over the iPad, specifically, although all of the larger screened mobile devices do perform better than smartphones when it comes to shopping, overall.

It has never been determined specifically why tablet commerce has done so much better than smartphone shopping.

Tablet Commerce - tablets losing shopping ground over smartphonesSmartphone conversions have traditionally lagged far behind those over tablet commerce. However, the most recent statistics are starting to show that the gap between the conversion over these two channels is starting to shrink. Though the latest Adyer platform data showed that mobile purchases grew to 52.6 percent in the May to August quarter when compared to the 46.8 percent over the quarter before.

Ayder has speculated that this could be a summer trend, but it is causing many to watch the smartphone and tablet commerce figures over the next quarter to see if they continue in the same direction.

It has been guessed that the numbers may be moving that way as people become more dependent on their smartphones than their tablets. However, it could also mean that the supremacy of tablet commerce is coming to an end and smartphone users are becoming as comfortable shopping over their devices as their larger screen cousins.

At the same time, in Asia and South America, where 10.8 percent of online transactions are from smartphones and 5.8 percent are from tablet commerce, those larger screen devices are becoming more popular in those markets. The sheer scale of those markets could shift things back to tablets yet again, though the penetration of smartphones does remain well in the lead and if consumers have become comfortable with those devices, it will help to define that sector.

T-commerce generates 3 out of every 4 conversions

T-Commerce RetailA recent study from SeeWhy has shown that 75 percent of mobile purchases are made by tablet users.

SeeWhy Inc. has released the results of its latest research, which have shown that over mobile, 75 percent of conversions come from t-commerce, whereas only the remaining 25 percent come from smartphone shoppers.

The marketing vendor suggests that this will make it important for retailers to retarget their mobile strategies.

The SeeWhy study included the examination of 21 million unique transactions that occurred through its approximately 2,500 retailer clients. Furthermore, this data was supported by an additional survey held by the firm, which included the participation of 11,616 American adult consumers.

The mobile and t-commerce survey asked participants regarding their purchasing behaviors.

What it found from the results of both different studies, was that mobile has a definite split in the types of consumers that it provides: smartphone and t-commerce. This, according to the chief strategy officer and founder of SeeWhy, Charles Nicholls. He explained that “What people do with a smartphone is fundamentally different than what they do with a tablet.”

Nicholls also pointed out that “There are three times more conversions on tablets than smartphones. Tablets are where the action is.” For that reason, the survey results suggest that retailers and other merchants may consider shifting their focus to help to make themselves more appealing specifically over t-commerce.

In order to identify the smartphone and t-commerce patterns, the company examined the daily conversion activities over mobile devices. It found that throughout the day, the activity over smartphones was relatively static, and that there wasn’t much of a pattern to be observed. However, it noted that this was strikingly different in the case of tablets.

Nichols pointed out that the activity over t-commerce experiences a strong variance throughout the day. He said that in the evening, as people get home from work, the conversion rates spike considerably. While smartphones are used all day long, tablets are “a recreational device.” This helps to explain why the survey conducted by SeeWhy showed that 56 percent of tablet owners use their devices most frequently at home.