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Tablet Shoppers Outspend Others Online

Retailers should look for unique ways to engage these mobile buyers, says.

Consumers who shop on their tablets spend more than other online buyers.

According to a survey by and Forrester Research Inc., 49 percent of retailers say the value of the items shoppers buy using a tablet is greater than the value of the orders shoppers make through “traditional Web” purchases. About 28 percent say the totals for orders made from tablets are the same as traditional online sales.

Tablets are gaining in popularity, and experts say shoppers with these will continue outspending others, including other mobile shoppers, as they have in the past. In 2011, tablet owners accounted for 3.2 percent of online sales. Mobile phone users accounted for 1.5 percent, the survey reports.

By the end of the year, 60 million Americans are expected to own a tablet, and retailers should take note.

“Retailers must continue to look for unique ways to elevate their brands in such a competitive market,” says Vicki Cantrell, executive director of “Tablets and mobile devices offer the perfect answer, with opportunities to create specialized apps, drive Web sales and create an engaging and convenient shopping experience. Overall, we expect smartphone shopping adoption rates to stay low, but fully believe tablet sales will continue to change how retailers garner the attention of new and current customers.”

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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