Tablet users like to relax. They like to use their devices while they’re in bed, or lounging on the couch. After all, what are tablets for, except for blending convenience and our national love of gadgets?
They also like to use their tablets to engage in another national pastime: consumerism. The 2012 State of Retailing Online Survey from Shop.org and Forrester Research found that tablet shoppers spend more than their desktop and laptop compatriots. For many, tablets have replaced magazines as bedtime amusements, and the practice of flipping through magazine ads has become flipping through pages on websites, which leads to purchasing.
Reacting to change
This is major news for retailers and e-commerce sites. Developing a mobile website that displays your products and your business information clearly and effectively on tablet devices is key. There are fast ways to mobilize your site, such as creating a mobile style sheet that enlarges font and buttons and restricts screen size, to more time-intensive solutions, such as develop a custom app for mobile users.
Beyond developing a mobile website that displays accurately on mobile and tablet devices, what can e-commerce platforms due to capture the greater purchasing power wielded by these tablet shoppers. Fulfillment specialist Fifth Gear has some great ideas to get the gears rolling, including earmarking ad dollars for these new outlets. Digital magazines offer digital advertising. Placing an ad in these news apps and web-based platforms means you may be more likely to reach these new mobile users wherever they are. A simple click takes these mobile users to your site, increasing your cache and brand recognition. You can even create ads that showcase a single product and incorporate a click to buy button, taking the user to an instant shopping cart. How about the for conversion value?
Since tablet shoppers are relatively captive by choice, experimenting with ad format can pay off big. Longer format video ads entertain and promote your product. These larger mobile devices share more in common with TVs and DVD players than with smartphones. Because the screen size is larger, users are more apt to sit and watch. In fact, users were 45 percent more likely to watch at least 75 percent of a video once they began — meaning your tablet ads are nearly guaranteed a captive audience. Taking advantage of this with longer format ads can help introduce new products, educate customers about your campaigns, and create greater brand awareness. Making entertaining and intelligent ads will help you stand out in this new format.
One part of the tablet shopping experience you’ll definitely want to nail is the seamless user experience. Users shopping from a tablet device won’t want to have to sign in multiple times, or enter personal account information or credit card data. Your tablet site should offer the same shopping experience as your website. If Web users sign in to access saved credit card information, the tablet site should offer the same privileges.
Because of the leisure factor associated with the devices, you’re more likely to see conversion through tablet ads. The higher numbers alone should be enough to motivate you to divert some of that marketing budget toward a tablet strategy. If you don’t, know that your competition will.