An m-commerce study conducted by eBay in the last days of 2012 showed that the biggest mobile shopping day for the C2C and B2C company was December 9, which saw a 133 percent jump in mobile transactions from the previous year. Global mobile payment volume grew by 221 percent, showing an accompanying rise in the international use of mobile systems for payments.
BI Intelligence released a similar report that proved tablets now drive more traffic to online retailers than smartphones, and that the average tablet consumer tends to spend more money on purchases than smartphone users or desktop computer shoppers. Mobile Commerce Daily certainly agrees, coining the term “couch commerce” to describe the new buying trend, which offers everything from integration with TV shows to zooming in on high-res images of favorite products.
The Tablet Days
Why are tablets seeing particular success in the current consumer world of m-commerce? Two words: sight and time. Shopping from a smartphone is convenient because it is immediate, but doesn’t encourage careful purchasing decisions. Consumers want to see what a product looks like – what size it is, what precise colors it has – before tapping the “Buy Now” button.
Thanks to the screen upgrades of the latest and next generation tablets, mobile users can experience up-close images of products on their iPads that are not available on their small phone screens, giving intimate views of products that shoppers are interested in before making a purchase. Businesses are also supporting the visual aspect of tablets by offering multiple, high-definition product images for consumers to play with.
The time factor is also key. Many mobile users remain uncomfortable making immediate decisions, especially about expensive products. The tablet provides an ideal solution. Consumers access smartphones in the busy hours, but sit down with their tablets during more quiet times. Evenings at home, weekend mornings, and lunch breaks – these are perfect opportunities to shop, share images, and then buy. The tablet is ultimately a leisure tool, and taps into the leisure purchasing trend.
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