Retailers are Trying to Catch Up on Marketing to Growing Tablet User Base


Tablets are exploding across the market as the new “go to” device instead of a laptop or Smartphone, and now according to new research, it is the go-to device for online shoppers as well.

There has been an interesting shift towards tablets vs. traditional web sales, according to retailers, and the trend is expected to continue.

According to the shop.com and Forrester Research Inc. State of Retailing Online survey, 49 percent of retailers said their average order values are higher via tablet vs. traditional web orders.

This has created a new and unique opportunity for retailers, and how they market themselves online. It has now become top-of-mind that more and more shoppers are viewing, searching and buying on tablets and mobile devices.

While search and email will remain invaluable components in their arsenal, retailers now must take into account the 20 percent of those emails that are opened on mobile devices.

QR codes and apps are being seen more as a part of retailers’ integrated marketing strategies, with 75 percent of those surveyed reporting that they now offer QR codes and barcode scanning options.

Even more research suggests mobile shopping is a growing trend that will only continue to expand. According to a recent study by eDigitalResearch and PortalTech Reply, 64 percent of Smartphone users are now using their mobile devices to shop online. This is a fourfold increase since 2010!

The research also showed 77 percent of Smartphone users research products on their mobile device. These are trends that were not expected three years ago, when the mobile revolution was in its infancy.

But even though consumers’ behavior is evolving, retailers are still behind when it comes to their marketing efforts for mobile commerce.

With interactive marketing, retailers said, on average, only 3.9 percent of their overall marketing budgets in 2012 were dedicated to mobile advertising.

This number is expected to grow larger, as new technology becomes available, such as geo-targeted ads and messaging.

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