If you don’t build it, they won’t come back. At least that’s the case when it comes to tablet-optimized websites, according to a survey from Kentico Software. According to that study, 44 percent of mobile device users won’t return to a website that isn’t mobile-optimized.
That same research shows that 85 percent of smartphone owners use their mobile device to comparison shop. When it comes to executing transactions online, though, mobile consumers remain reluctant — particularly on tablet devices.
Research from TheFind is offering some greater insight into tablet shoppers and their behaviors, particularly among those who own tablets but turn to other devices to do their online shopping. A poor user experience, according to that data, is the main reason tablet owners are reluctant to make the device their primary source for online shopping.
Several key problems can hamper the tablet-user experience — including checkout processes not optimized for tablets, poor site navigation, and designs built for typing and clicking instead of touching. The research underscores the barriers retailers need to overcome if they want to capture a greater market share of tablet retail. Forty percent of tablet owners who prefer other devices for retail shopping cited a worse user experience on tablet devices.
For a device platform typically seen as being opportunity-rich for retailers, that’s a staggering number.
Dispelling Myths About Consumer Fears
There are a couple frequently cited arguments about why, exactly, consumers are hesitant to embrace tablet purchasing: One, the screen is much too small. And two, tablet shoppers don’t have as much faith in the security of the device.
But the research now suggests that both of these points have fallen behind in the rankings of customer complaints. While these issues haven’t been entirely resolved among mobile shoppers, security on tablets has proven itself capable, and shoppers seem to have no problem with the screen size on tablets. Instead, their biggest quibbles concern retailers’ failure to adequately prepare for an influx of tablet traffic.
According to research from TheFind, 35 percent of shoppers complain about checkout processes that aren’t optimized for tablet shopping. And a whopping 49 percent complain that an overall lack of optimization on both retail websites and apps is their biggest problem with the state of tablet shopping today.
Investing in Tablet Infrastructure
Judging by the study, retailers have a lot of work to do on the tablet front — and fast. Upgrades need to be made to better accommodate and facilitate tablet shopping. Those companies that do succeed in developing tablet-optimized features will position themselves for greater success through this platform.
This means that websites need to be optimized for tablets, as well as the checkout processes offered through them. Design needs to be focused on touch-screen navigation rather than click-based browser navigation. Successfully building a viable tablet infrastructure will require an investment, but that investment will offer a big potential return for those companies that do it right.
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