A study by RichRelevance illustrates the power of Apple’s tablet platform in the area of e-commerce (m-commerce?). The iPad has put a charge in the shift from desktop to mobile when it comes to buying things online, accounting for “68% of all mobile shoppers.” The larger screen undoubtedly helps consumers view full webpages better than on smartphones, making them more comfortable navigating shopping sites. iPads may also make shopping online a more casual experience since purchases can be made from the couch or kitchen table. Also, people may be finding shopping on-the-go on smartphones challenging from a time perspective. True m-commerce implies “buying while flying,” which apart from technologies like Near Field Communications that allow instant purchases, may currently be an unrealistic expectation considering that shoppers like to research and compare when buying online.
Whatever the case, there’s no denying the iPad’s power when it comes to the all important act 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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