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The True Tablet Era is (Almost) Here

Posted on 5.25.2012

More than 60 million Americans are predicted to own a tablet by the end of this year, which makes it no surprise that merchants have already noticed tablets driving a larger amount of their Web revenue. 

In fact, a recent survey from and Forrester Research reveals that 49 percent of retailers claim that their average order value from a tablet is now higher than traditional Web sales, while 28 percent of retailers claim that they are seeing about the same average order value from tablets as their website.

According to the survey, many smartphone and tablet users are discovering their websites because of search and email – with 8 in 10 retailers claiming that search and email are the top two drivers of a company’s Web traffic from smartphone and tablet devices. Additionally, retailers report that, on average, 20 percent of emails opened in a campaign are opened on a mobile device. 

The survey also shows that merchants have become more comfortable with QR codes, with three-quarters of retailers offering their customers some type of barcode scanning option.

“Retailers have been apprehensive about committing to bigger mobile commerce and advertising budgets because consumer behavior and the device landscape are changing so quickly,” says Forrester Research Vice President and Principal Analyst Sucharita Mulpuru. “E-Commerce on desktops and laptops took time, too. But eventually, we expect that retailers will grow their mobile marketing budgets to address the fact that the mobile channel has unique aspects, like location-triggered messaging, that can be compelling ways for brands to connect with shoppers.”

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