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
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."
Key report findings included:
- Tablet visitors spent 54 percent more
than smartphone visitors and 21 percent more per purchase than desktop/laptop
- 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
Adobe officials said 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, Adobe officials said. If retailers treat mobile and tablet
optimization strategies alike, they may fail to leverage the power of tablet
visitors, who the study suggests convert nearly three times more frequently
than smartphone visitors, Adobe added.
Adobe said its 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. However, higher income
levels among tablet owners is just one part of the story, Adobe said. Tablet
users also have higher usage rates over the weekend, when there is more time to
Download the full Adobe Digital
Marketing Insights report here
Adobe has begun to apply its analytics
technologies and expertise to the marketing arena as part of a strategic move
to restructure to focus on digital media and digital marketing
major IT vendors are playing in the digital marketing space, as IBM conducts similar studies
with its IBM
Benchmark, which is based on the company's Coremetrics technology. As Adobe is
betting heavily on its digital marketing play, IBM is going all in with its
Smarter Commerce strategy.
For more industry insight from Adobe
and top digital marketers and advertisers from around the world, attend Adobe Digital Marketing Summit 2012
. The annual
event will convene thousands of marketers, advertisers, publishers, agencies
and developers in Salt Lake City, Utah, from March 20-23, 2012.