A significant percentage of the population now falls into what Forrester Research has coined as ‘perpetually connected’. The always-on audience represents a huge opportunity for marketers. The challenge for many businesses, according to the Adobe Digital Index, is to optimize the pitches that these consumers are likely to see on their mobile devices, especially tablets.
A couple of key data points from the Adobe Digital Index show the importance of tablets with respect to commerce:
- Globally, 8% of website traffic comes from tablets.
- U.S. consumers spend more when shopping via tablets instead of smartphones. This year, about 71% of those using iPads and 65% of those using Android tablets will buy at least $250 worth of consumer products.
For now, consumers rely more heavily on smartphones (77%) than tablets (23%). But, understanding the daily use of tablets is important for marketers who want to reach shoppers. About 26% of tablet owners spend between 1 and 4 hours a day with the device. In addition, for about 80%, tablets are a home-based device.
As consumers engage with tablets, they use both apps and websites. To attract potential customers, marketers must find ways to encourage these users to find their sites. Currently, consumers say they find and download apps because of:
- Personal recommendations 49%
- Browsing an app store 49%
- Search 34%
Adobe analysts point out that this behavior, especially the personal recommendations part, underscores the need for marketers to use social media to help consumers find a specific app or website.
The findings of this study also indicate that businesses in some industries are scoring higher grades from consumers who rely on their mobile devices. Currently, media and travel companies rank far lower than retail and consumer electronics companies in both website and app design. At least half of surveyed consumers are satisfied with what they are seeing on their mobile screens which means the other half are neutral or not satisfied.
Marketers who improve what they're showing to potential customers and who actively engage them on social media are likely to have more success as commerce moves to the mobile sphere.