A study by RichRelevance illustrates the power of Apple’s tablet platform in e-commerce (m-commerce?). Accounting for “68% of all mobile shoppers,” the iPad has put a charge into the move from desktop to mobile for buying things online. The larger screen undoubtedly helps consumers view full web pages better than smartphones for a more comfortable shopping experience. iPads may also make shopping online more casual since purchases can be made from the couch or kitchen table. Also, people may find that shopping on the go on smartphones is challenging timewise. True m-commerce implies “buying while flying,” which, apart from technologies like Near Field Communications that allow instant purchases, may currently be unrealistic if shoppers want to research and compare when shopping online.
Whatever the case, there’s no denying the iPad’s impact on the all-important activity of spending.
The report, the 2012 Q1 Shopping Insights Mobile Study, finds a steady rise in mobile share of revenue from 1.9% in April 2011 to 4.6% in March 2012, with the iPad driving nearly all shopping, browsing and purchasing in this emerging channel.
According to March 2012 data, iPad users spent significantly more time and money on retail sites than other mobile users, account for 68% of all mobile shoppers, and show the strongest conversion rates (1.5% for iPad vs. 0.57% for other mobile devices).
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