The Top 3 Tablet Shoppers (who they are and why you should care about them!)


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By the end of 2013, 6% of the global population owned a tablet device. In the US, this statistic translates to roughly one third of the population over 13 – over 100 million Americans!

While the story of smartphone adoption rates was truly astounding, it's nothing compared to how quickly tablets are being adopted. Smartphones took nearly four years to reach 6% penetration; tablets hit this number in just two years.

So who are all of these tablet users? In 2010, the tablet market was dominated by younger males with an above average income. This is no longer the case, in fact one in four moms in the US now own a tablet, according to a new survey by Nielsen.

You can find infinite stats about tablet ownership and demographics all over the web, but in this article you’ll find information about the top three most likely tablet shoppers.

We’ve broken down all of those numbers to give you the best insights into understanding how valuable tablet users are as a customer segment, and how you can take steps to ensure they convert well on your site.

Published in: Mobile, Technology

The Top 3 Tablet Shoppers (who they are and why you should care about them!)

  1. 1. The Top 3 Tablet Shoppers Who they are and why you should care about them.
  2. 2. Tablet Shoppers are Incredibly Valuable Customers. Tablet users are highly engaged and have no problem spending money online. Studies show that they spend on average 20% more per order than desktop shoppers. Tablet Desktop +20%
  3. 3. To help answer these questions, we’ve aggregated the stats, analyzed the facts, and broken down the numbers to give you insight into the top 3 demographics of tablet shoppers. Let’s call them Steve, Laura & Sarah. • Who are these tablet shoppers? • How can you ensure they convert well on your site? But You’re Probably Wondering:
  4. 4. 1Steve. • 29-45 y.o. male. • Employed full-time. • Has a college degree or above. • Income of over $75,000. • Spends the majority of time on his tablet browsing the web (35%+). • Prefers checking his email outside of the office on his tablet rather than his phone. Consumes news on his tablet daily Lives in or near a major city Makes purchases on his tablet weekly
  5. 5. 2Laura. • 35-50 y.o. female. • College graduate. • Employed, likely to include part-time or flexible work. • Family income of $75k or more. • Likely to be married with kids. • Active in the community and likely to regularly tell friends & family about new products and services. Keeps up-to- date with latest fashions & trends More likely to own an iPad than any other tablet Regularly uses her tablet for social networking
  6. 6. Regularly consumes video content on tablet Spends more time on tablet than on desktop/laptop Big spenders and enjoy luxury items 3Sarah. • 16-30 y.o. female. • Currently in school or recently graduated. • Just starting a career or thinking about who she wants to be. • Average household income of $62,000. • Spends a large portion of her time playing games. • Does all of her shopping research online. • Uses her tablet for a wide variety of tasks.
  7. 7. So, How Can You Make A Great Experience For These Customers?
  8. 8. 1. Optimize Website UX for Tablets Ensure that all email communication and any pages linked to in emails are all tablet-optimized. If a tablet customer clicks on a link in an email and the corresponding page is not tablet-friendly, they are more likely to bounce from your site. You can get a complete list of tablet web design best practices at design/).
  9. 9. 2. Optimize For Sharing Verify that social sharing features on your site are optimized and readily on tablets. These demographics are all very social - they want to share your content - so make it easy and fun for them to do so.
  10. 10. 3. Streamline the Checkout Streamline the checkout procedure for tablet users by reducing the number of steps and distractions they run into. Tablet shoppers are eager to make purchases on their devices – but they are also easily discouraged. Make sure you focus on providing a simple and distraction-free checkout flow.
  11. 11. Tablet shoppers earn more, spend more, share more, and are online more than non-tablet owners. Ensuring that tablets are a priority in your web strategy can have a significant impact on your e-commerce revenue and dramatically increase the ROI of mobile initiatives! Key Takeaways: