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Tablets accounted for almost one fifth (18%) of UK paid search clicks for retailers in 2012 compared to 13% on smartphone, according to a new report from Kenshoo.
Tablets also delivered 18.3% of conversions and 21.3% of revenue, while smartphones achieved just 3.6% of overall retail conversions from PPC and 3.4% of revenue.
Similarly, the conversion rate from smartphone visits is just 1.59% compared to 5.85% on tablet and 6.53% on desktop.
The report indicates that marketers aren’t yet making the most of the opportunity presented by tablets, as the devices account for 14.1% of ad spend at a CPC of £0.25, while desktop hoovers up 78.7% with a CPC of £0.36.
In our line of work, putting your intuition on the line is the norm.
Predictions, albeit with some measure of a hypothesis, are what we do, and we often get them wrong.
When we look back at some of the predictions made in the technology space in the last 150 odd years, we realise some of our predictions are not so embarrassing.
In my last blog I looked at why mobile and tablet optimisation was imperative to businesses.
In the second blog of the series I’ll explore why the time is now to optimise and I will also provide you with two of my top four considerations for tablet and mobile optimisation.
The internet has become so integral to our everyday lives that even the most old-fashioned items on the Christmas 'to do' list have now been transformed.
So it's true that in some situations, we actually can't live without technology, but metaphorically speaking, could you have survived Christmas without it?
Here's my top 10 ways in which the internet changed Christmas in 2012:
Smartphones and tablets have accounted for more than a quarter (28%) of the clicks on retail paid search ads so far this Christmas, according to data from Kenshoo.
The Kenshoo 2012 UK Online Retail Christmas Shopping Report - Early Edition, indicates that the share of clicks from personal computers is down to 72%, with tablets comprising 15% of all clicks and mobile phones accounting for 13%.
The data also shows that tablets drive the highest average order value at £85.55, followed by smartphone (£77.80) and desktop (£75.93).
However smartphone conversions lag way behind the other devices at just 1%, compared to 4.99% on tablet and 5.16% on desktop.
When marketers talk about e-commerce and digital marketing, tablets and smartphones often get grouped together within the mobile category.
It’s a useful, catch-all way of differentiating these two devices from desktop computers, but in reality the typical browsing and buying habits of a smartphone user are quite distinct from an average tablet user.
In a talk at E-commerce Expo Shop Direct Group’s e-commerce director Jonathan Wall said that the potential value of tablet users meant that businesses need to adopt an entirely separate strategy for the device.
Wall said that roughly 30% of traffic to Shop Direct’s sites, which include Littlewoods and Very, now comes from mobile devices, with smartphones accounting for a slightly higher percentage than tablets.
However tablets users convert at a higher rate than smartphones and drive a higher AOV than desktop.
Multi-screen activities while watching TV are very common with many viewers also on their computers, tablets and mobiles.
According to the Econsultancy/ IAB report, The Multi-Screen Marketer, the way viewers engage with their other screens changes depending on what program they are watching.
We've broken down the percentage of commerce and non-commerce activities for seven major program areas as well as highlighted the top activities for specific programmes and put them in a handy infographic.
We may argue that we didn’t need studies to tell us that tablets are taking attention away from TV screens. In fact, before tablets and smartphones even existed, laptops were already gaining ground in the living room.
Today, the question is not whether we live in a multiscreen world or not, but which screen is the most valuable, the the bigger one or one getting the most attention from consumers? Is it possible that the data from those studies needs to be reinterpreted?
The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.
There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.
The number of screens we interact with depends on who you ask. While we, as marketers, would like to think tablets have already replaced couch laptops, the reality is that consumers today are more likely to be looking at their smartphones while watching TV.
Mobile devices may very well be the third or fourth screen, but that is assuming TV is the first one, and that assumption may be more wrong than right as screens converge and content follows.
In that context, it is difficult to develop proper multiscreen strategies, when ordinal numbering doesn't necessarily help us identify which specific device is being used by consumers and, most importantly, what is their current state of mind.
Almost three quarters (73%) of smartphone owners use a social networking app on a daily basis and a further 19% at least weekly, according to a survey by Lightspeed Research.
In contrast, tablet owners tend to use business apps (63%) or finance/banking apps (56%) daily rather than social networking apps (32%).
This highlights the fact that marketers should not have a one-size fits all approach to mobile devices.
When mobile or tablet design is executed well, the device feels like the extension of our bodies. Because interfaces respond even before we consciously give them a command.
Often, the interface “dissolves in behavior” and we feel empowered, as though the device we hold in our hand is the equivalent of Iron Man’s suit of cybernetic armor, or Batman’s utility belt.
I call this empowering experience a “Magic Moment”.
Most importantly, these “Magic Moments” make people fall in love with your app, show it to their friends, telling, nay, insisting they download the app and experience the magic for themselves. These are the moments we designers live for.
And mobile and tablet devices are more suited to creating and fostering “magic moments” than any other device.