Forrest Research thinks so
In modern times, e-commerce accounts for billions of dollars in revenue.
According to Forrester Research, e-commerce represented 8% of total US retail last year, by accumulating $176 billion in revenue.
How do people buy online? In the past it was strictly through websites. Then buying through smartphones became popular. Now, Forrester believes tablets will become a popular device for e-commerce.
Forrester analysts Sucharita Mulpuru and Sarah Rotman Epps recently published a report called “Why Tablet Commerce May Soon Trump Mobile Commerce”. As you can tell from the title alone, they believe tablets will be a major part of e-commerce going forward.
Reasons why tablets may trump mobile for e-commerce
In an article from Josh Bernoff, senior vice president of idea development at Forrester Research, five facts and predictions are pulled from the report, which give some basis as to why tablets may play a huge part in e-commerce going forward.
-Out of online shoppers, 9% currently own a tablet
-Forrester predicts that 82 million Americans will own a tablet by 2015
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-A survey of retailers was conducted which showed the average retailer reporting that 21% of the mobile commerce on their site was coming from tablets.
-According to Forrester and Bizrate, 47% of tablet owners have made a purchase on their tablet. Another 13% said they have shopped on the device, but may have not made a purchase.
-50% of tablet owners report shopping more on tablets than on smartphones
Why tablets can be great devices for e-commerce
If you think about the characteristics of tablets, it’s easy to see why they may become major forces in e-commerce.
For starters, the media-rich capabilities can allow companies to design interactive and engaging ads and catalogs for making purchases. The touch screen usability makes it even feel like a catalog. Neither traditional websites nor smartphones can do this as the tablet can.
Tablets are also used in relaxed ways. Bernoff reports that the most common location tablets are used is in the living room. This relaxed usage can make the shopping experience enjoyable, which may lead to more of it.
I believe the capabilities of tablets will influence e-commerce, as it will continue to enrich digital interaction and entertainment. What do you think? Will tablets be a huge force in e-commerce going forward? I’d love to read your thoughts in the comments section below.
