Designing with the Tablet Consumer in Mind


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  • In less than two years, and ahead of all penetration forecasts, the Tablet has emerged as an essential platform for Brand engagement and, more importantly, conversion.
  • High propensity to purchase, particularly among higher income demographics
  • These stats correlate closely to RI client performance
  • Consumers continue to grow Smartphone use for what we might call “Search and Destroy”: seeking timely information on deals, ratings and reviews, Friend’s recommendations, etc. But will the Tablet’s power as a conversion device soon rival the PC?
  • It’s a new opportunity, but will slowly cannibalize PC especially among older, less PC savvy, consumers. Don’t ignore Grandma!!
  • The proliferation of eReaders, and the rapid evolution of Kindle and Nook devices into fully functional tablets, creates an environment of adoption that will expand behaviors rapidly beyond simply reading digital books
  • Starting c. 2007-08 high connectivity societies like Japan and Finland experienced the emergence of Couch Commerce: shoppers buying from a mobile device while in their home, often while simultaneously watching TV. In the US in 2011 we saw the same trend begin, powered not by smartphones but rather by Tablets.
  • Anthropologie presents clothing in such a way to create a “Mood Board” for her life and tastes. Picking and sorting items is easy and seamlessly adds items to Cart.
  • Ralph Lauren creates a fun, engaging, “Hey did you see this?” kind of experience that leverages device functionality (blow on the microphone to move the model) to create more tactile engagement with products
  • Tablet effectiveness goes beyond Browsing and Apps to a category we call “Beyond Paper’: digitizing and making interactive previously static offerings like circulars, brochures, etc.
  • At Resource, we are increasingly applying what we call Responsive Design to streamline our Clients ability to reach consumers across multiple devices with adaptive experiences.
  • Designing with the Tablet Consumer in Mind

    1. 1. Designing with the Tablet Consumer in Mind Stephen Burke Resource Interactive
    2. 2. <ul><li>Independent digital marketing agency </li></ul><ul><li>Founded in 1981, Apple as first client </li></ul><ul><li>Named top workplace by The Wall Street Journal </li></ul><ul><li>375 associates; 60 client brands </li></ul><ul><li>Offices in Columbus, Cincinnati , Palo Alto & Chicago </li></ul><ul><li>#4 on Advertising Age’s Agency A-List </li></ul>Stephen Burke <ul><li>VP, Mobile Practice leading team of 20+ </li></ul><ul><li>20 years in Global Mobile industry (US, Japan, EMEA) </li></ul><ul><li>Delivered 65 mobile projects in 2011 </li></ul><ul><li>Retail clients include Kohls, Limited Brands, Sherwin-Williams </li></ul>
    3. 3. Rapid Emergence of the Tablet Consumer
    4. 4. 1 out of 5 People in US Intend to Purchase A Tablet in the Next 6 Months Current ownership and intended purchase of a tablet (%) – USA J2/J3: Ownership and intention to buy devices Bases: All mobile users in 29777 / 10183 / 2201 / 1382 / 678 / 704 / 240/ 277 / 321 / 290 / 254 Source: GTI, 2011
    5. 5. Impressive Traffic from Tablets (iPad) Holiday 2011 <ul><li>IBM reported: </li></ul><ul><li>iPad accounted for an astonishing 7 % of total online sales on Christmas day and 6% of all online mobile device traffic on December 26, 2011 </li></ul><ul><li>Shoppers using iPad often bought more items, more often. Those using Apple’s tablet had a purchase conversion rate of 4.6%, which was almost double the average mobile conversion rate of 2.8%. </li></ul>Source: IBM Coremetrics 12/27/2011
    6. 6. Tablet “Lean and Glean” Functionality Makes It Ideal Shopping Device <ul><li>22% of Tablet owners say shopping is one of their leading iPad activities (RJI, University of Missouri, Q2 2011) </li></ul><ul><li>86% of iPad 2 owners make purchases via their devices ( </li></ul><ul><li>70% of tablet owners say either the couch or their bed is their favorite location for shopping (Equation Research for Zmags) </li></ul>Tablet Shopping Activities Source: ComScore Nov. 2011
    7. 7. Tablets Win out over Phones for Purchases—is PC next? Source: PayPal/IPSOS Oct. 2011
    8. 8. Majority of US Tablet Owners Consider Their Tablet as Additional Device, Rather Than Replacement for Their Mobile/PC Reasons for buying a Tablet (Tablet owners and intenders) – USA J4 & J5: Reasons for buying a tablet Bases: All tablet owners 6209 / 373 / 208 / 165 Source: GTI, 2011
    9. 9. E-books: the Gateway Drug to Tablet Dependence Preferred devices for activities – USA J6: Device preferences Bases: All mobile users: 1382 Source: GTI, 2011
    10. 10. They’re Doin’ it on the Couch: Couch Commerce and the Acceleration of Instant Gratification
    11. 11. The Advent of Couch Commerce <ul><li>“… Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals) “ </li></ul><ul><li>“… Tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). This context can be called couch-browsing , and by extension describe the act of browsing a catalogue or shopping through a tablet app as Couch Commerce .” </li></ul>Tablet Transforms Context from Desktop to Couch -Fred Cavazza, Forbes
    12. 12. Tablet Users are Glued to Their Devices Source: Nielsen, Q3 2011
    13. 13. Some Retailers Are Starting to Make it Work
    14. 14. Anthropologie
    15. 15. Ralph Lauren
    16. 16. Sherwin Williams Stir Magazine <ul><li>Dynamic Content for B2B </li></ul><ul><li>Lower Cost of Distribution </li></ul><ul><li>Provides Access to a Broader Audience </li></ul><ul><li>Monitor How Content is Being Consumed </li></ul>RESOURCE INTERACTIVE Client
    17. 17. Design with Tablet Consumer in Mind
    18. 18. 4 Tablet Design Principles Engaging Shareable Shoppable Extendable The tablet is Physical and tactile and affords a sense of “Control” by consumers that no other form factor possesses. It also is used simultaneously with consumption of TV programming and ads, as well as print consumption. Unlike smartphones or PCs, a tablet is often shared and passed around among multiple family members. From a social media and messaging standpoint, the tablet makes it extremely easy to share ideas, thoughts or even products. The tablet provides a highly visual experience in which everything, from ads to videos, can lead to a commerce opportunity. Unlike smartphones, where designers need to “Get to the Cart” in 2-3 clicks, a tablet consumer can be engaged and wooed while being led to purchase, resulting in bigger baskets. The tablet provides a vehicle for brand stories and product immersion. Content can be tailored to respond and add value to rapidly changing campaigns in new ways, keeping the consumer loyal.
    19. 19. Sherwin Williams ColorSnap: from Smartphone to Tablet <ul><li>Built on a very successful iPhone App Experience </li></ul><ul><li>Able to leverage user/usage/traffic data to evolve the experience </li></ul><ul><li>Takes advantage of the iPad’s larger screen by adding and focusing on large, rich imagery </li></ul><ul><li>Emphasis on Exploration and Creative Combination </li></ul><ul><li>Added new functions based on user feedback and additional device functionality </li></ul>RESOURCE INTERACTIVE Client
    20. 20. Consider Using “Responsive Design” A site that is designed to adapt, or react, to the user, their device and its operating system. <ul><li>Site layout can be optimized for specific mobile device resolutions </li></ul><ul><li>Can leverage HTML5 to provide extended functionality </li></ul><ul><li>Independent from .com limitations </li></ul><ul><li>Site content, imagery and navigation can be tailored to match the device form factor and capabilities </li></ul>Phone Tablet Desktop Logic CSS
    21. 21. Thanks! [email_address]