The Truth on… Tablets and Marketing
Here’s one fact all retail marketers need to know:
Online shoppers are 3x more likely to purchase on tablets than on smartphones (Adobe Digital Index).
This combined with the fast-paced growth of tablets reveals that they’re an important consumer touch point marketers can’t afford to overlook. It also demonstrates that consumers behave differently on tablets than smartphones.
Smartphones vs. Tablets
When it comes to shopping, consumers typically use smartphones for quick references. For instance, they may compare prices while they’re in-store (also called showrooming), look up online coupons or check product reviews.
On the other hand, consumers interact with tablets more like laptops or desktops for shopping. However, unlike laptop or desktop users, tablet users are probably at home relaxing on the couch, not working at a desk.
Here are a few other facts to consider:
- Consumers spend more time on tablets than smartphones.
- 8.2 minutes per session for tablets versus 4.1 for smartphones (Flurry).
- 81% of tablet use is on apps, while only 19% is on mobile web (Niel,en).
- The trend is shifting from responsive website design to experiences created specifically for mobile devices.
These insights can help marketers and their digital teams develop tablet initiatives that connect with consumers and drive revenue.
Three Key Takeaways
The first takeaway is to offer a tablet experience that’s in line with consumer behavior. For example, tablets should provide rich content, such as full-screen videos and 360-degree product views, that invites consumers to engage while they’re kicking back in their living rooms.
The second is to take advantage of the capabilities of tablets. For instance, allow users to navigate with swiping motions and quick taps, and to magnify and move images with their fingertips. Tablets are also very visual by nature, so the experience should feature large and eye-catching imagery.
The third is to consider an app. While brands need a mobile web presence, apps can offer greater interactivity since they’re not constrained by a web browser—and consumers are gravitating towards them. Apps also offer marketers unique benefits, such as opening an ongoing connection with consumers reinforced by push notifications and content updates.
Addressing the Challenges
So why aren’t more marketers taking advantage of tablet apps? They may fear the time or expense, or feel that the end result won’t be worth the investment. It’s also tough to think about developing something new when the next product launch or holiday season is on the horizon, but this is the best time to have an app ready to go.
Obviously, this is when brands can expect more consumer interest and excitement along with spikes traffic. An app can be a valuable complement to any marketing program, or it can be the center point of the campaign easily supported by website content, emails, social media and app stores.
It’s also not necessary to reinvent the wheel to pull off an impressive tablet app. Many retailers have great content, sometimes hidden in their websites, like videos, interactive features or other brand elements. By curating this content and using it to tell a cohesive story, brands can launch a successful app quickly and affordably.