Smartphones Take Over From Tablets

Both smartphones and tablets are becoming quite important in consumers’ path to purchase. But, mobile phones are emerging as the clear leader.

For the first time, Americans are buying more on their smartphones than on their tablets. Over 14% of ecommerce purchases now happen on phones.

Mobile phones are particularly dominant when it comes to buying travel, fashion, and luxury goods. Increasing numbers of consumers are purchasing big ticket items — including stocks and insurance — via their smartphone.

The average owner spends more time using their mobile than their tablet — almost three and a half hours per day — giving them plenty of opportunities to shop.

But, don’t count tablets out yet. The conversion rate for tablets is significantly higher than for smartphones. Plus, Americans spend more at one sitting when using their tablet. Dollars per order on tablets are virtually equal to laptops, while the average order size on mobile phones lags behind.

Consumers are migrating towards buying on smartphones because of ease and convenience. Cellphone screens have gotten larger and mobile websites have improved, streamlining the process to research and buy products.

What are the implications for your business?

• Is your mobile website optimized? Are you sure?
• Do you have focused strategies to drive smartphone commerce and tablet commerce?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: Bankrate.com 2014, Comscore 2014, Criteo 2014, Nielsen 2014