Tablets overtake Smartphones in driving E-Commerce traffic

Back in January we published a blog post about how Tablet users, on average, spent 50% online than Smartphone users. Although the transaction values were higher with Tablets the amount of traffic generated by them was considerably lower than Smartphones. Tablets only represented 1.66% of all E-Commerce traffic, whereas Smartphones and desktop computers was 4.23% and 94.12% respectively. This has now changed!

KMP Mobile site

Research done by Montate has discover that consumers are quickly moving away from their desktop computers when shopping online. In the first quarter of 2012 E-Commerce traffic from Tablets rose to 6.52%, an almost 400% increase from the same time in 2011. This increase now puts Tablets above Smartphones, despite the amount of traffic from Smartphones increasing to 5.35% over the year.

Devices used for M-Commerce

Further research by Affiliate Window looked into the individual devices used in M-Commerce. It is no surprise that the iPad represents 55% of all M-Commerce transactions made during the study period followed by the iPhone, which was responsible for 29%. The study didn’t differentiate between Andriod phones and tablets but combined Android only accounts for 11% of transactions and Blackberry 3%. The remaining 2% is put down as “Other”.

Retail Sectors influenced by M-Commerce

The rise of M-Commerce isn’t spread evenly across all retail sectors. There are a number of sectors that have experienced huge growth and other that has seen almost none. Fashion Retail experiences the greatest amount of M-Commerce, with 35% of all mobile traffic. Another notable sectors experiencing higher than average M-commerce is the travel sector and department stores. Trust is a big issue with M-Commerce, with consumers not comfortable with putting credit card details into mobile sites, because of this high value retail such as electronics experience much lower than average mobile transactions along with the financial sector.

So what can you do?

  • Make sure you website functions properly on Tablet devices. An example of this is not to rely on hover state drop down menus
  • User larger navigation with a focus on bigger add-to-cart and check out buttons
  • Use responsive web design for future websites