Many tablets are being used as desktop PC replacements, anyway
It appears that new research from EMarketer has found that consumers are set to use tablets for 72 per cent of online purchases by 2018. However, Dan Cohen, regional director with Tradedoubler warns marketers and retailers not to ignore their smartphone strategies in order to solely focus on tablets as a result. Cohen explains, “”Smartphones are best for engaging with consumers on the go and influencing their purchasing decision with information and offers that will draw them towards your brand – particularly when they are standing in your shop.” It would be a huge error for any marketer or retailer to drop a smartphone strategy to concentrate entirely on the tablet.
“Mobile devices support the entire purchase journey – from inspiration through research and price comparison to purchase,” Cohen argues.
He continued, “Tablets are replacing the PC or laptop and have become a popular buying platform in the home.”
“More than half of tablet owners use their device to look for vouchers, cashback, loyalty, coupon or price comparison information, with 30 per cent doing so several times a week.”
Tradedoubler believes that smartphones and tablets are now at the very heart of the European retail landscape and will play a key role in its growth over the next few years.
“If retailers don’t have a mobile presence they’ll quickly find their customers jumping ship and engaging with the competitors who can give them what they need to buy, when they need it, “Dan Cohen concludes.