What Do Tablet Consumers Want?
Yes, everyone wants to better understand and engage with the elusive tablet shopper.
Based on some new research from Usablenet, the wants and needs of tablet users are not much different from smartphone or tablet shoppers. In fact, they very well may be the same person!
Shilpi Dahele, UX Research Manager at Usablenet indicated in a recent webinar that consumers move between their smartphones, tablets and desktops throughout the day based on the time of day, their mood and the task they’re trying to complete.
But that doesn’t mean we should discount the power of tablet-toting consumers. The online survey of more than 600 consumers in the U.S. and UK concluded that 27% of UK consumers and 20% of U.S. consumers use their tablets more than their desktops and smartphones to make purchases.
As Dahele eloquently stated: “The tablet is fast becoming a key device to consumers’ multichannel and multiscreen journey with a brand.”
The top five consumer uses for tablets include:
- Research products before buying online (66%)
- Watch videos and browse photos (63%)
- Check prices and look up store information (63%)
- Read ratings and reviews (54%)
- Browse products and build wish lists / shopping lists for future purchases (51%).
In addition to the online survey, Usablenet conducted a diary study of 12 consumers, in which respondents had to submit an entry on their experiences after using their tablets to complete a task.
With 15% of all global web traffic coming from tablets, and more than one third of households in the U.S. and UK now owning a tablet, you may be asking: What exactly do these tablet users want from us?
Here’s a breakdown of what consumers are looking for from their tablet experiences:
Ease of purchase (52.9%)
Consistent content from desktop site (51.4%)
Ease of browsing (50.0%)
These three components are central to creating a relevant, contextual and compelling experience, which will undoubtedly have an impact on the bottom line.
In fact, 77% of consumers said if they have a poor or unsatisfying tablet experience, it will affect their willingness to buy from that site. Moreover, 67% said a poor tablet experience influenced their willingness to recommend the brand to family and friends.
Quality photographs also are important because they help consumers validate their decisions and build confidence in the brand or retailer. Up to 70% of consumers said quality of photography and design is “very important in influencing purchase decisions.”
We could go on and on, writing about the demands of tablet shoppers, but it may be more productive to offer a few tactical takeaways to help your business build an optimal tablet experience. Here are three key takeaways:
1. Develop A Strategy: Determine the role that the tablet will play in your overall brand experience.
2. Analyze The User Experience: Assess and evaluate existing desktop site experience on the tablet.
3. Tailor Content To The Customer Journey: Ensure content is contextual based on the device consumers are using and for what reasons.