The Internet market is ever-exploding and with ever-expanding technologies, there are more reasons for Internet users and businesses to rejoice. If inferences are to be made by checking out survey and figures estimations, tablets are considered to be the biggest game changers of Internet usage and consumption in the present day.
According to Online Publishers Association (OPA), 31 per cent of US Internet users now own a tablet, an increase of about 12 per cent from 2011. The numbers are expected to rise next year. According to a Pew Research Center’s report, 22 per cent of Americans now use tablets every day.
While most still prefer using iPad (which holds 52 per cent market share), the number of Android users is significantly rising too. Moreover, tablets are more often being used as shopping devices. This definitely is seen as a boon to the E-commerce sector. From a research done by Monetate in the first quarter of 2012, 6.52 per cent traffic to E-commerce sites come from tablet users.
Yes, all the above reports and research point to positive development of the Internet, especially the tablet market and ecommerce store. Unfortunately, while more and more Internet users are using tablets to browse for information and buy goods, retailers are not optimizing their websites to make them tablet-friendly.
What Makes Shopping through Tablets Difficult
According to a recent study conducted by ecommerce tool vendor Skava, only seven per cent of retailers optimize their website for tablets. This means that 93 per cent possibly assume that their desktop version or at best their smartphone versions will work well for tablets. They couldn’t have been more wrong as there are several issues that need to be addressed to make a website tablet compatible.
Websites are not optimized for switching between landscape and portrait modes, images displays are not clear enough, drop down menus are a hassle and links can get difficult to click. These are some of the frequently found problems that tablet users find while browsing through ecommerce websites. Each of these problems can affect Internet browsing habits largely, causing serious repercussions on the ecommerce industry.
It has to be understood that tablet users are affluent and will indulge more in online shopping. Moreover, a user spends more time with the tablet than with any other gadget. It has been noted by Skava that an average tablet shopper’s purchase is 153 per cent higher than that of a smartphone shopper. The average purchase equate to $123. Unless and until retailers pay attention to this grave issue of compatibility, they will surely lose a huge chunk of the market.
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