Tablet Users Biggest Online Spenders: Study

Adobe Systems has announced findings from its inaugural Adobe Digital Marketing Insights report, designed to provide marketing, e-commerce, and retail executives with critical intelligence about digital marketing.

The study evaluated how purchasing behavior is impacted by the device consumers used to visit retail websites. In the study, Adobe analyzed 16.2 billion anonymous visits to the websites of more than 150 top U.S. retailers.

Results showed that during the 2011 holiday season and throughout 2011, tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops, suggesting that tablet visitors were the most valuable online customers in 2011. The study results were released today, Jan. 19.

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The study says tablet visitors spent 54 percent more than smartphone visitors and 21 percent more per purchase than desktop/laptop visitors. And 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.

Optimizing websites for mobile devices, such as smartphones, is now becoming common practice. However, with the emergence of the iPad and Android tablets, companies now face additional mobile optimization requirements in order to provide enticing online shopping experiences.

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If retailers treat mobile and tablet optimization strategies alike, they may fail to leverage the power of tablet visitors, which the study suggests, convert nearly three times more frequently than smartphone 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.

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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.

For more industry insight from Adobe and top digital marketers and advertisers from around the world, you can attend Adobe Digital Marketing Summit 2012. The annual event will convene marketers, advertisers, publishers, agencies and developers in Salt Lake City, Utah from March 20-23, 2012.

The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimization.

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Rakesh Raman