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Not surprisingly, tablet users account for higher conversion rates and larger average order values, especially in luxury categories. More than 11% of category sales are done through tablets while mobile accounts for just 5%. The average order value on tablets is $124 vs. $108 on mobile.

Watches and Jewelry brands are responding to the influx of tablet consumers, and making up for the lack of customized tablet site with tablet-friendly features. For example, just 4% of brands in L2’s Digital IQ Index: Watches & Jewelry have customized sites for every screen (phone, tablet, desktop), but two thirds support vertically-oriented design and large format menus that facilitate use on tablets. Similarly, 80% of sites have swipe support.

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