Published on: August 1, 2012by Kate McMahon
Once again, I am trying not to be so yesterday.
A recent report by Catalog Spree, a leading catalog shopping app, confirmed what my tech savvy daughters preach and practice – the hottest way to online shop is on an iPad. As the last in the family to get a lap top and a smart phone because someone always needed my upgrade, I am now finally turning my over-50 attention span to a tablet, namely the iPad.
I am clearly not alone. Apple last week announced it had sold a record-setting 17 million iPads in the second quarter of this year. Apple’s share of the tablet market is 68%, with Android devices in second place with 29%, according to the research firm Strategy Analytics.
While Catalog Spree clearly has skin in this game, its report included convincing data from a number of sources. Consider the following: Mobile share of e-commerce shopping more than doubled from 7% to 15% between December 2011 and April 2012 -- with iPads accounting for 50% of those sales and iPhones 25%.
Other interesting stats include:
• More than half of iPad shoppers – 62% -- are female, and 38% male.
• The average age of the mobile shopper is 25-54 and approximately one-third of all 25-44 year olds will use a tablet in 2012.
• Shoppers do most of their online browsing after dinnertime, with 6-9 p.m. Pacific time the peak hours, and Sunday the most popular shopping day.
• Shopping by iPad occurs most frequently in densely populated areas of the U.S., led by New York, Chicago, Houston and Los Angeles. But the longest browsing sessions come from Hawaii and sparsely populated rural areas such as West Virginia, Alaska and Wyoming.
• Most significantly, the average order value per device netted out at the following: Smartphone - $80, computer - $102, and tablet -$123.
(Research has found that consumers frequently utilize their smart phones for comparison shopping, often while in a brick-and-mortar store, but are more likely to execute a purchase on a computer or tablet.)
For retailers and marketers, it’s important to recognize that the emerging technology is changing behaviors and shopping patterns. The tablet combines the mobile accessibility of the smart phone with the graphics and navigational ease of a computer. In fact, flipping “catalog” pages or zooming in on product a touch screen tablet is easier than on a computer. And with mobile coverage you could literally order your groceries over your morning coffee, during your lunch hour or on the train home from work.
There are thousands of shopping apps on iTunes, and I was curious to see how many retailers had iPad specific apps. The results on the Most Popular Lifestyle apps page were as follows: Walmart, Target, Sam’s Club, Walgreen’s, eBay and Gilt.
Clearly forward thinking. To not incorporate tablet shopping into a retail business strategy would simply be so yesterday.
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