In fact, it looks as though this device is leading its sector, consumers also prefer larger screen shopping to smartphones.
A report has now been published to reveal the results of a new study that has shown that tablet commerce continues to lead the way in overall mobile shopping and that iPads are making the biggest impact among consumers in terms of buying.
The report placed specific focus on the amount of shopping that results from email marketing.
The report was issued by Yesmail Interactive. What it determined was that among all of the transactions that have been driven by marketing emails, 16 percent were conducted through the use of a mobile device. Even more, it showed that tablet commerce is producing far greater results than smartphone shopping.
Of all of the tablet commerce resulting from email marketing, 99 percent came from iPad versions of the device.
Among all of the mobile purchases that stemmed from marketing emails, 56 percent were from tablet commerce instead of from smartphones. As iPads make up the majority of that category, this indicates that those devices are having a massive impact on the results that email based mobile marketing is having on the return on investment of these brands and marketers.
The report also noted that while Android device are gaining a steadily larger share of the overall market for those devices, they do not appear to be growing their impact on the actual purchases made over tablet commerce, at least when it comes to making purchases based on emails that they have received.
The Yesmail analysis, which included the examination of approximately 5 billion emails that were sent out by that company in the third quarter of 2013, showed that there was an 8 percent increase in the number of emails that were opened over smartphones – as 52 percent were recorded as having been opened. Moreover, 82 percent of all of the emails that were opened and that lead to clickthrus were based on Apple devices. The report’s data showed that tablet commerce – especially fro iPads – is starting to become an important part of email marketing and online shopping as a whole.
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.
Smartphone 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.
