Tablets are a great ally ecommerce, although retailers are not yet fully aware of it. Business Insider data estimate that these intelligent screens account for 50% of registered mCommerce and are ready to beat the smartphones sales.
The volume of mobile e-commerce is around 30 billion dollars. comScore indicates that more than half the time of purchase of e-commerce (59%) is performed through mobile devices, whether in research, content search, compare products and final purchase. The smartphone is present mainly during the middle of the process, while tablets are used both for information as to finally complete the purchase.
the reign of the tablets ahead. Marin Software indicates that in 2015 more than half of Internet users access the online content through these devices.Although the number of smartphones in the market still far exceeds the tablets, the large size of the screen allows for greater usability and comfort; It is leading consumers to prefer confirm the purchase through them. It is resulting in a greater volume of purchases, and higher amount (Average Order Value).
A reality that takes retailers to take into account in its sales strategy to these new screens, in order to provide a positive shopping experience. Browsing habits, type of content consumed and buying behavior in these smart devices is different from what is recorded through the smartphone or desktop; so it requires special conditions, in terms of content optimization for tablets or, where appropriate, create specific applications for them. This may improve the degree of satisfaction of tablet users in the process.
Another important fact to consider is that the owners of tables interact more with the ads. Affiliate Window says advertising tablets, 250% more profitable than in smartphones. A fact that translates into increased budget for ads on tablets increased this year from 7.19% to 11.75% (Marin Software). This follows that users value advertising when in buying mode, another reflection that consolidates the tablets as a tool for the promotion of electronic commerce.
The latest study on online consumer trends developed by Virtual Initiatives, reveals what is the profile of the buyer and which devices are used for transactions. But … Who are the potential buyers online? How old are they? Where they live? What devices use to buy online?
If you talk about what the autonomous communities that generate a greater volume of online shopping, account for 44.8% of network transactions with 23.5% and 21.3% respectively, followed by Andalusia with 12 % and the Basque Country with 10.1%.
But where the digital consumer seeking information about related leisure, tourism and electronics products? 70% do not hesitate to seek all the information you need through internet price comparison sites, while 15.6% do it by visiting the online stores offering products that interest them. Only 11.5% go to Google type search engine to search from start to finish.
In this connection, the shopping experience as a whole is positive for the consumer, as the 84.6% state that receive the information you need to opt for the purchase, recognizing 64.8% of buyers that do not arise them questions afterwards.
Germán Piñeiro, CEO of Virtual Initiatives, says that “we are living a new era for Ecommerce, since according to data from the study, 37% of people who shop online, do it through smartphones, tablets or smart TV, representing a significant increase over previous years and it seems that, according to the trend, this is only the beginning.”
More and more applications designed for purchasing products from these devices either directly or brands from price comparison sites on specific products.
Speaking of the buyer profile, sample collection and purchases the average price amounts to 500 $, the male audience represents a 61.2% and, speaking of his age, the largest segment of buyers, 33.9%, has aged between 41 and 55 years. To complete these profiles, you can say that a 79.8% have higher education and 47.3% are employed persons.
But, after purchase, if any questions or complaints, where do you go? According to the results of the Study of Virtual Initiatives, 93.7% contact by mail or phone, while only 5.2% use social networks.
Ecommerce is now a reality and finally we can say that those who choose to shop online, positively or very positively valued the transaction (65.9%) 58.4% stating that even a repeat purchase in the same ecommerce.