Tablets will drive the bulk of ecommerce activity this year with purchases made on devices like the iPad set to equal those from smartphones in 2012 according to research.
Which seems to have the mobile marketing people a little surprised - but not me.
The study, Logan Tod & Co.’s 6th Annual Online Future Shopping Index, found that 14% of the 1,121 respondents said they used an iPad or other tablet device, to make purchases last Christmas.
15% of total respondents used a mobile to purchase an item in the run up to Christmas 2011, this figure having more than doubled from 7% in 2010. Further trends of the survey are highlighted at the bottom of the page.
The results prompted Logan Tod & Co to forecast a growth of between 18% and 22% in ecommerce sales between Christmas last year and Christmas 2012.
Indeed, the survey also revealed that 26% of online shoppers said they will spend even more online in the run-up to Christmas 2012.
Matthew Tod, Logan Tod & Co CEO, said, “With mobile shopping finally coming of age… plus many companies finally getting to grips with multichannel retail, we are forecasting ecommerce going from strength to strength.”
Tod also noted the popularity of tablet devices adding that retailers need to start including them in their multichannel strategies. Which is a greatmarketing point - how does your website look on the different mobile and tablet devices? Can people use the swipe feature? etc ect
“Our research demonstrates that tablets are now growing even faster than the mobile commerce market and it is becoming increasingly evident that one of their primary functions is as online shopping tools, meaning retailers must include them in their multichannel plans for 2012 and beyond,” he said.
Online retail giant eBay has also noted a marked increase in the number of customers purchasing items on its site via tablet devices, predominantly the iPad, and has noted differences in the habits of mobile users and tablet users.
Angus McCarey, eBay’s UK’s retail director, said, “We typically find that our tablet users switch on when they get home and dip in and out of shopping throughout the evening, having longer browsing sessions than other mobile users. This ‘laid back’ mobile shopping provides a real opportunity for retailers and brands.”
Key ecommerce drivers
‘What will make people shop more online?’
57% said: Low-cost delivery options, i.e. taking longer to arrive but costing less
45% said: Improved stock availability
46% said: Improved payment options (46%)
and not surprisingly, additional money-saving offers (48%)
*Research conducted online between 29/12/11 – 31/12/11: Source: Logan Tod & Co. Online Shopping Index*
Christmas 2011 ecommerce highlights
‘How people shopped online’
45% said: They used click–and-collect
60% said: They browsed a catalogue and then purchased online, compared to just 39% in last year (54% growth).
39% said: They researched products online before purchasing in store,
So greatmarketing must start to look at the whole experience for ecommerce and retail.
Bring in social as well and you have a wonderful experience :)
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