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Showing posts with label Forrester research. Show all posts
Showing posts with label Forrester research. Show all posts

August 22, 2011

Tablet Commerce Vs Mobile Commerce :Who Is Winning

With the number of Americans owning tablet devices forecast to increase at a compound annual growth rate (CAGR) of 51% between 2010 and 2015, tablet commerce is expected to grow rapidly over the same period, offering consumers a portable yet highly engaging shopping experience, according to a new report by Forrester Research in partnership with Bizrate Insight.

Below, additional findings from the report titled "Why Tablet Commerce May Soon Trump Mobile Commerce," based on a 2Q11 survey of online shoppers.

According to Forrester Research Early adopters have shown a propensity to shop online, they have also identified shortcomings in the current ecommerce. Whether to go with an app or an optimized site right now depends on three main factors:

1)Whether your website relies on Flash or similar technology,
2)Whether you can build an app that delivers an expansive customer experience

3)Likelihood of your customer base to download an app.

Despite these initial shortcomings, early adopters of the Tablet how shown that they are a valuable segment for retailers to target. The combination of consumer reported latent demand for Tablets, existing avid online shopping and buying among current Tablet owners, and a shift in online activities to the Tablet from other devices, points to a considerable eCommerce revenue opportunity in the coming years for retailers.
Some 9% of surveyed online shoppers say they own a tablet device roughly 78% own a smartphone as well (i.e., 7% of online shoppers own both a tablet and smartphone), while 22% of tablet owners (2% of online shoppers) own a tablet only.The report focuses on three key areas derived from the Study’s data:
  • Market penetration and demographics.
After the introduction of the iPad2, Tablet ownership among online buyers grew to 12%, up from 9% prior.Most owners are Generation X or Baby Boomers, female, have an average household income of over $109,000 (56% greater than non-Tablet owners), and nearly half have children under 18.26% of those who do not currently own a Tablet plan to purchase one within the next year.
  • Market value.
60% have shopped online with their Tablet; of these shoppers, 78% have placed an online order using their Tablet.Tablet owners spent 28% more (on average) on orders placed during the Study than non-Tablet owners (irrespective of the device through which the online order was placed).
  • Tablet usage and points of frustration.