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Tablets will fuel the next stage of the mcommerce revolution

March 7th, 2013 by Tim Greenhalgh

I picked up a great infographic on mcommerce this week from Intela, a global provider of database marketing solutions (not a client) that showed, to me at least that tablets will fuel the next stage of the mcommerce revolution.

You can click on the infographic clip to see the full version. Very impressive!

Cropped image of mcommerce infographic

It seems pretty clear from the graphic information Intela have shared that people in their millions are happy to use mobile devices to shop, despite the usability issues, which I think are pretty insurmountable in the case of smartphones.

Smartphones are not the easiest of shopping assistants. It’s about size – from the screen to the keypad to the connection.

But all these issues fade to grey when shoppers use tablets. Functionally brilliant, designed for the future, desirable and culturally relevant, tablets do mcommerce to near-perfection.

An admission here. I do not currently own a tablet (iPad, obviously) but I know people who do own them. And they tire of me using their tablets so often, but needs must.

I hope soon to join the people who Forrester say will own a tablet. The research company released data this week that predicts tablet ownership in Western Europe is set to quadruple in the next five years.

Significantly, Forrester positions these people as online consumers and says 55 per cent of them will have a tablet within four years. Currently, the figure is 14 per cent.

The forecast is based on a survey of more than 13,000 respondents from France, Germany, Italy, Netherlands, Spain, Sweden, and the UK.

The dramatic growth forecast is partly predicated on the fact that tablet ownership doubled in 2012, and one in seven online Europeans now owns a tablet, and these devices are most popular with 18- to 24-year-olds, with one in four owning one.

“Tablets are social devices mostly used in the digital home,” states Thomas Husson, Forrester analyst and co-author of the new data report. “Companies that want to exploit tablet opportunities need to understand they require a differentiated approach from smartphones.” Thomas blogs about the report here.

Co-author Reineke Reitsma, a research director at Forrester, writes in her blog post: “Our data shows that tablets have found their sweet spot: Bigger than a smartphone and more portable than a laptop, they have bridged the gap between these two devices, allowing consumers to entertain and inform themselves.”

Other findings from the report include:

The living room (where 62% access the Internet on their tablet) and the bedroom (where 45% access the Internet on their tablet) are the only places where tablet owners choose their tablet over their smartphone.

Tablet owners are not precious about their devices: Of those that have a spouse/partner, 63% share their tablet with them; one-third of parents share their tablet with their children. This makes tablets a far more social device than smartphones, which are much more personal and intimate.
“The European Tablet Landscape,” is available to
Forrester Technographics® clients here (registration required).

This research is reinforced by IAB data, recently released that shows tablet users want to connect digitally with brands

49% are interested in connecting with brands via social networks (index vs European internet users: +30%)

43% via QR codes you scan using a mobile (index: +25%)

50% via location based vouchers (index: +24%)

50% via playing games as part of advertising campaigns (index: +99%)

44% via playing games on a brands website (index: +85%)

Tablet users made an average of 22.8 purchases in 6 months (15.1 for European internet users)

7.7 in one month (5.2 for European internet users)

Tablet users spent an average of 718 euros in 6 months (544 for European internet users)

175 euros in one month (148 for European internet users)

European tablet users spend

9.3 hours a week accessing the internet via tablets

The full IAB report is worth a read

I’m saving up for my iPad. I know I will be joining the mcommerce revolution quite shortly. All being well.

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