Survey Says Tablets Driving Web Sales

May 24, 2012 6:16 PM  By

With more than 60 million Americans forecast to own a tablet computer by the end of this year, retailers say tablets are driving an increasingly larger share of their web revenue, according to the 2012 Shop.org/Forrester Research State of Retailing Online survey.


Forty-nine percent of retailers say their average order value via a tablet is now higher than traditional web sales. Nearly three in 10 (28%) retailers say they are seeing about the same average order value from tablets as their website.

When it comes to actual sales retailers are reporting, the survey found tablet and smartphone sales as a percent of retailers’ total web sales in 2011 were 3.2% and 1.5% respectively.

The State Of Retailing Online research series, which provides eBusiness & Channel Strategy Professionals with annual industry benchmarks of marketing and business investment and activities, surveyed 59 companies.

The survey results indicate email and search are still valuable tools, and that QR codes are becoming a valuable marketing tool.

Eight in 10 retailers say search and email are the top two drivers of a company’s web traffic from either a smartphone or tablet. Additionally, retailers surveyed report that, on average, 20% of emails opened in a given campaign are opened on a mobile device.

Additionally, QR codes have become more standard elements of retailers’ mobile marketing efforts within their stores and in advertising. Three-quarters (75%) say they now offer customers the 2D technology and other barcode scanning options.

For companies with less than $10 million and more than $100 million in annual online sales, QR codes rank as the leading mobile marketing tool in terms of usage. Mid-size retailers rely more heavily on mobile email optimization, with QR codes coming in second.

In terms of marketing, retailers say that, on average, 3.9% of their total interactive marketing budgets this year are dedicated to mobile advertising, suggesting a strategy of testing and measuring consumer response.