Tag: tablet commerce study

T-commerce may be the most important side of mobile shopping

Overall, the channel has shown growth of approximately 35 percent.

There have been two reports that have recently been published that have indicated that while mobile shopping is taking off, it is likely t-commerce that is having the largest impact in that area.

Smartphones and tablets are becoming an important channel for content consumption.

In this area, they are being used more often for activities such as social networking and viewing videos, but this also involves finding out information about products and comparison shopping. That said, as much as more people shop over mobile as a whole, it looks as though it is t-commerce that is headed toward taking over the channel, despite the fact that its penetration isn’t nearly as great.

Both the number of sales and the value of the purchases is greater over t-commerce than smartphones.

t-commerce mobile shoppingThe first study was from 41st Parameter, and its information shows that there has been an overall increase in mobile shopping from last year to this year. Comparatively, in the whole of ecommerce, there was an increase of 15 percent. Non-mobile online shopping still made up 80 percent of the total purchases, but the share that belonged to smartphones and tablets was still notable, considering that it has increased by 6 percent when compared to the same time last year.

Another study, this one by Adroit Digital, indicated that if given the choice, 55 percent of consumers would replace their desktop computers with a tablet. More than half (52 percent) of tablet owners use their devices for watching television, while another half (50 percent) report that they also used them for seeking out information. Equally, the general manager of the company, Scott German, reported that the popularity of these devices is not surprising.

What they found notable was the shift in behavior toward using the devices for t-commerce, and viewing content, in addition to researching purchases. German stated that “If brand marketers and advertisers don’t have a plan for tablet messaging, advertising, and commerce, they can risk their brand’s relevance.” This is particularly true as 56 percent of tablet users would rather use those devices to engage with ads than on their personal computers.

Tablet commerce is still being led by iPads

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.

Tablet CommerceAmong 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.