Lack of Optimization Discourages Tablet Shoppers

May 31, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Retail & E-Commerce

TheFind-Top-Deterrents-Tablet-Shopping-May2013A recent survey from Kentico Software revealed that many smartphone and tablet owners won’t return to websites not optimized for their devices. New data from TheFind shows another side to this problem.  The survey of tablet owners found that among those who say their tablet is not their preferred device for shopping online, a leading 40% said that’s because they feel retailers’ tablet applications and sites don’t offer the same experience as their standard websites. The next most common answer? That the checkout process isn’t always optimized on tablet devices, cited by 35%.

Problems with optimized sites and experiences were more commonly cited than beliefs that product pictures are too small (29%) or concerns about entering payment information (28%).

Overall, lack of optimization of retailer websites and apps counts as the biggest pet peeve for 49% of tablet shoppers.

Failing to connect with tablet owners and provide them with a rich experience can be a significant missed opportunity for retailers. 87% of tablet owners responding to the survey indicated that they use their tablets to browse for products online. What’s more, 71% purchase products on their devices, with 41% doing so at least once a month and 12% doing so more than once a week.

Tablet owners’ shopping habits are becoming more widely recognized. Recently, Monetate published research showing that tablets drove more than 1 in 10 e-commerce site visits in Q1, and that tablet visitors converted at a slightly higher rate than visitors from desktops and computers.

Other Findings:

  • Roughly 2 in 3 tablet owners would be interested in using a shopping app on their device, according to the data from TheFind.
  • But, tablet shoppers are 4 times more likely to first visit a retailer’s website than a retailer’s app (48% vs. 12%).
  • 37% of tablet owners who have ever shopped online claim to be using their devices to shop more now than a year ago.

About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of TheFind from March 26-28, 2013 among 2,060 adults ages 18 and older, among which 572 are tablet owners. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

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