Adobe surveyed U.S. retail web visits. tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops. Adobe believes that tablet visitors were the most valuable online customers in 2011.
Tablet online retail visitors were more likely to buy products than smartphone or traditional computer web visitors and spent as much as $20-$50.00 more than other visitors.
The survey found:
- Tablet visitors were nearly three times more likely to buy products and services online than smartphone visitors and were nearly as likely to purchase as desktop/laptop visitors.
- Conversion rates and average order values on Black Friday and Cyber Monday rose above their 2011 Holiday and Calendar 2011 averages.
- Tablet Visitors are rapidly growing in size. Although they generate a small portion of total website visits, their share of total visits increased from 1% to 4% in just 12 months.
- Tablet visitors spent 54 percent more than smartphone visitors and 21 percent more per purchase than desktop/laptop visitors..
The Adobe study suggests that demographics of tablet visitors, as well as the flexibility of the overall tablet user experience, contribute to higher tablet visitor profitability. Tablet visitors are typically males between the ages of 18-34 years old and tend to be more affluent than other online shoppers. Higher income levels among tablet owners is just one part of the story. Tablet users also have higher usage rates over the weekend, when there is more time to shop online. It will be interesting to see what happens as tablets get cheaper.
During the critical 2011 Holiday, Tablet Visitors delivered even higher conversion rates than they did during Calendar 2011. Conversion rates for Tablet Visitors increased to 2.5%, driven by conversion rate spikes on Black Friday and Cyber Monday of 3.4% and 4.2% respectively, as shown in Figure 3. These dramatic increases in conversion rate of 36% and 68%, respectively, are likely due to heavy promotional offers and discounts, suggesting that consumers have a high propensity to purchase on tablet devices, in addition to using them to browse and conduct product research.
Read full report. Read top best tablets of 2011 by Wireless and Mobile News.