Wednesday, February 01, 2012 1:54 PM
|By now, it should be a well-established practice to design for mobile. We’ve said before that mobile web traffic is growing at an alarming rate – almost 160% in 2010! But is all mobile the same? Or do you need to pay a bit more attention to tablet shoppers?
Let’s take a look
The burgeoning field of tablet shoppers is certainly unique. While only 3% of all online revenue comes from mobile devices, and only 21% of that comes from tablets, tablet users on a whole convert at a 33-66% higher rate than shoppers using PCs (WSJ, 2011; Vertic, 2011). In addition, tablet users spend more money on their purchases than other shoppers! Some reports cite tablet users as spending 10-20% more per order (Vertic, 2011) than those on other platforms.
As with most areas of design, it’s best to focus on the most used device or platform and then work your way out from there. Recent studies have found that over 97% of tablet traffic in the US is driven by iPads (ComScore, 2011). This means it is crucial for designers to optimize their sites for iPad viewing.
However, it’s not just that more people are using iPads. More importantly, iPad shoppers are also more likely to purchase when they do shop from their device; in December 2011, conversion rates for iPad shoppers were a record 6.3 percent, versus the 3.1 percent conversion rate for all mobile devices (IBM Benchmark Report, 2011). All of this means that designing for iPads is a good place to start.
A tablet is a tablet is a tablet…
Now that you know to design for iPads in particular, let’s look at tablet design a little more broadly. Tablets are great for sales + interaction, but it can be tricky to ensure that your emails and websites make a smooth transition between PCs and mobile.
54% of tablet owners use the devices to read email, so it’s important to make the entire user experience tablet-friendly. This means that you can’t just concern yourself with making a mobile-ready site; you also have to take into account the entire e-commerce experience, from email to purchase.
So what’s next?
The tablet game isn’t going away any time soon. JP Morgan predicts that almost 100m tables will be shipped worldwide in 2012, 55% more than in 2011. Plus, according to Forrester Research, one third of all U.S. adults may own a tablet by 2015. Tablet customers are here, and they’re here to stay. Revenue statistics show that you have every reason to make that investment – it is time to build with tablets in mind.