Tablet users appear to be much more spendthrift than users of other devices. This is one of the main conclusions of the recent study by Adobe. Based on the analysis of 16.2 billion anonymous visits to the websites of more than 150 American e-merchants, the survey aimed in particular to assess the impact of the use of mobile devices on online purchasing behavior.
The study thus shows that:
- Tablet users spent 54% more than smartphone users and 21% more per purchase than desktop and laptop users.
- The probability of purchasing products and services online turns out to be almost three times higher among tablet users than among smartphone users and almost equal to that of Internet users on desktops and laptops.
The followers of tablets thus appear as the Internet users the most “profitable” for the e-merchants. According to Adobe’s analysis, two main factors explain this phenomenon:
- Their socio-professional category: these users, aged 18 to 34, have on average more income than other online shoppers and use this medium more at the end of the week when they have more time to do their shopping online.
- Navigation flexibility that this equipment offers would also explain the “optimal” behavior of its users.
Brad Rencher, senior vice president and general manager, Adobe Digital Marketing Business: “ This study shows that it is important to optimize the online sales strategy for tablets in 2012 so as not to neglect a growing and extremely profitable customer segment. “.