By Sultan Riaz | Marketing Coordinator
With the world becoming more mobile friendly, the number of mobile users continues to rise. Instead of searching for a brand on their desktop and purchasing through a traditional website, many consumers are making quick searches via their smartphones and making instant purchase decisions on mobile sites and apps.
Smartphones, however, are no longer the top source of mobile traffic. In February tablet traffic in the U.S. surpassed mobile smartphone traffic for the first time.
The era of t-commerce has officially arrived. And it brings with it massive opportunities – and challenges – for digital marketers.
The Growth of the Tablet Market
Tablet traffic has played a strong role in the growth of mobile commerce and it is consistently growing. In one report tablet click-through rates were 65% higher when compared to desktops. In another report click-through rates on tablets outperformed smartphones by 250%.
Although smartphones currently generate approximately double the revenue ($16.4 billion) with mobile apps when compared to tablets ($8.8 billion), if tablet usage continues to increase it is likely that tablets will generate more revenue in mobile apps in the near future.
Globally tablet usage is on the rise as well. Germany is expected to have 13.4 million tablet users in 2013 and by 2016 the EU is expected to have an estimated 97 million tablet users. With this global growth it is important that advertisers and marketers take note. Tablet optimization will be key to sustained mobile success over the next few years.
The Role of Content In T-Commerce
In our new eBook, “Content Marketing like a Pro,” Marc Purtell, MediaWhiz’s director of SEO, discusses how vital it is understand your audience when building a content marketing strategy. If a large portion of your mobile audience is coming from tablets, it’s best to build a content strategy that will enhance their experience on those devices, rather than making them conform to your preferred mobile site design.
The number marketers really need to focus on is $24 billion. It is predicted that by the end of 2013 $24 billion will be spent on shopping through tablet devices. By the end of 2014 this number will double.
Growing from a $24 billion market to a $48 billion market in less than a year should have marketers prepped and ready for a huge increase in tablet traffic.
Adobe conducted a study recently that showed out of 100 billion visits to 1,000 websites 8% came from tablets, while slightly more than 7% came from smartphones. With a more enhanced Web experience compared to mobile and better portability compared to laptops, a successful mobile strategy must incorporate tablet users and their experiences.
What’s Next for E-Commerce In the Tablet Era
The future for mobile commerce is bright. In a short time tablets have become consumers’ preferred mobile commerce platform, surpassing smartphones in Web traffic. With tablet shipments expected to reach 350 million by 2017, this trend shows no signs of slowing down.
The t-commerce era of online marketing has arrived. Are you ready for the immense opportunities – and challenges – it offers?
How is your brand preparing for the t-commerce era? Let us know your thoughts in the comments section or on Twitter at @MediaWhizInc.