Adobe: Tablet Users Spent More Online in 2011
An Adobe study indicates that tablet users spent more money shopping online than smartphone users and were three times as likely to buy something online as smartphone users.Adobe has announced findings from its inaugural Adobe Digital Marketing Insights report that shows that tablet users were the biggest online spenders in 2011. Its results announced Jan. 19, the new Adobe Digital Marketing Insights report is designed to provide marketing, e-commerce and retail executives with intelligence about digital marketing. The study evaluated how purchasing behavior is impacted by the device consumers use 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.
"Adobe has long championed the need for retailers to optimize their sites for mobile visitors, and the results of this study indicate that tablet devices have become an absolutely critical new sales channel that marketers must address head-on," said Brad Rencher, senior vice president and general manager of Adobe Digital Marketing Business, in a statement. "This study shows the importance of optimizing your 2012 e-tail strategy for tablet visitors to avoid the risk of under serving a highly-profitable, fast-growing customer segment."
- Tablet visitors spent 54 percent more than smartphone visitors and 21 percent more per purchase than desktop/laptop visitors
- 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