Here are some numbers to take note of when optimizing your customer experience for mobile channels – especially for tablets. Not only is tablet usage still on the rise, now outpacing smartphone usage for some categories, but those tablet users are big spenders.
The Adobe Digital Index analyzed usage patterns for more than 1,000 websites for the past year, and as reported by Forbes, they found several intriguing stats in that data:
- Last January, consumers using tablets spent 54 percent more per online order than their counterparts on smartphones, and 19 percent more than desktop/laptop users
- During the past holiday shopping season, 13.5 percent of all online sales were transacted via tablets
- Now, tablets have become the primary device for mobile browsing
- And, tablet traffic is more valuable in terms of ecommerce and engagement.
It’s probably not surprising that tablets are gaining ground when it comes to browsing – tablets are becoming more ubiquitous, and also more likely to be used in home settings where browsing is easy, versus mobile cases where the device may be used more to access a single piece of information while on-the-go. But the large dollar value of retail orders placed on tablets – even more so than orders placed from desktop and laptops – and the double-digit percentage of online sales commanded by these devices should certainly have B2C companies taking notice of the customer experience on tablets. The differences were particularly noticeable for automotive, travel and retail sites.
Adobe also noted that the one sector that still has more visitors on smartphones than on tablets is the telecommunications service providers – who see almost 15% of their visits from smartphones, often driven by common customer service tasks like bill payment and checking usage. For the telcos, the mobile customer service experience on smartphones is thus an imperative.
How is your company optimizing the customer experience for tablet and smartphone users?