Today, L2 released its first Intelligence Report: Tablets, a study that examines 60 retail brands’ tablet data from the past year. Entitled “The New Purchase Path: Swipe, Tap, Own,” our report challenges the retail status quo, where tablet strategy at best is an addendum to those for the PC and smartphone. In just a few short years, one in four Americans and one in two affluent Americans now owns at least one tablet. This represents the fastest and most successful device-adoption in history. We believe tablets’ dominance goes well beyond just penetration. As of this year, the share of online page views generated by tablets surpassed that of smartphones for the first time. And with tablet shoppers who visit retail sites three times more likely to make a purchase than smartphone shoppers–and those same users spending, on average, 50 percent more per purchase–we believe tablets will soon become retail’s most influential platform. What this means is that retailers must outgrow the mindset that it is acceptable to direct tablet users to clunky desktop sites–which is what 83 percent of the 60 retail brands we assessed currently do.
For more data and insights from this report, please download an excerpt here and check back with us throughout the coming weeks for more blog posts. And don’t miss our original animated video below, which highlights additional key findings.