Targeting Tablet Users
The mobilization of websites and the development of mobile apps have proved to be wise tactics for today’s retailers, but the playing field has changed since last year’s launch of the iPad. Increasingly, tablets are becoming the favorite choice for online shoppers on the go — by a margin of 68 percent to 48 percent over smartphones, according to a recent survey by the E-tailing Group. One out of every four tablet owners, in fact, made at least six purchases in the six months prior to the study, as compared to just 16 percent of smartphone users. What this means for retailers is that it is no longer enough to simply have a mobile strategy, but important to understand which mobile devices their customers favor.