Intelligence Report: Tablets, "The New Purchase Path: Swipe, Tap, Own"

Key Takeaways

in April 2010 the iPad was released Amit skepticism that the device was simply a big iPhone fast forward to 2013 a nearly 1 in4 Americans and 1 in two affluents now owns a tablet analysts expect shipments of tablet devices to surpass desktop PCS in 2013 and portable PCS in 2014 in addition the share of internet page views generated by tablets now exceeds those from smartphones suddenly many retailers are pivoting in an attempt to adapt to a striking new reality tablets may have more influence on their business than smartphones the tablet opportunity for retailers is breathtaking on average tablet visitors to retail sites are three times more likely to purchase than smartphone visitors and spend 50% more per purchase in an examination of 60 retail brands two found 83% rely on their existing desktop site to serve tablet users featuring limited if any optimization for touch devices only 133% of Brands support touch and swipe functionality rarely beyond the featured Carousel only 15% load site content in under 3 seconds 2 and a half times slower than on the desktop and a third of brands do not support cart continuity forcing users to build their cart from scratch when switching devices moving from site experience to app experience Brands far only marginally better 53% of Brands support iPad apps 30% of these apps are featured on top 200 lists for the lifestyle and catalog category in the iTunes Store nearly 60% of these apps promote Commerce but only 10% support native inapp checkout without redirecting to the brand site to date the tablet has served as an understudy to the desktop and smartphone in terms of brand strategy however the most successful device in history is is ready for its share of the spotlight brands that take a wait and see approach are ignoring star potential the L2 intelligence report tablet edition attempts to provide our members with actionable insights to help Prestige Brands cultivate successful mobile strategies members can download the report now at L2 think tank.com