When it comes to mobile shopping, tablet users spend more money on average than smartphone mobile shoppers, according to data culled by comScore. The spend per purchase is $57 per tablet owner and $47 per smartphone user, meaning that tablets create 20 percent more in average spending per purchase.
The importance of tablet spending isn’t diminished by the mobile commerce dollars coming from smartphones, which enjoy higher market saturation than tablets. According to the comScore data, in the first half of 2013, smartphone sales accounted for $6.7 billion of the $10.6 billion spent in the mobile commerce industry. While that figure equals 63 percent of mobile commerce, it’s spread out across 142 million smartphone users in the U.S. as of June. Tablet users in June were only 69 million strong in a market that began its rapid climb in 2010 with the first iPad launch.
The tablet-user demographic could shed light on why tablet purchases result in higher spends. A recent Pew Research Center study, titled Tablet Ownership 2013, found that those most likely to own a tablet live in a household that earns $75,000 or more (56 percent). Tablet demographics also encompass adults ages 35-44 (49 percent) and college graduates (49 percent).
With the rapid growth of tablet popularity, retailers should be aware of their segment and target audience. While smartphone purchases hold a large share of revenues, and in many cases optimizing for mobile phones makes sense, products with high price tags might already fit an advertising and marketing model geared toward tablet spending. Also, the tablet market is expected to continue its rapid growth. The Pew study found that a third of U.S. adults own a tablet, nearly twice the 18 percent who owned a tablet just one year ago.
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