Tablets Are Becoming More Important Than Smartphones For Online Shopping in the US

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That was the conclusion on a recent report by BI Intelligence (see: http://www.businessinsider.com/tablet-shoppers-in-mobile-commerce-2013-11#ixzz2oyoQM7sq). See some highlights:

U.S. Mobile Commerce

BII – Tablets draw even with smartphones in retail spending

This year will mark a major milestone for tablets and their influence on Internet retailers. We believe tablets will draw even with smartphones, and account for 50% of the total value of U.S. retail sales made over mobile devices. 

How is it that tablets are beginning to overtake the smartphone for retail, despite the fact that there are fewer tablets than smartphones in consumer hands? It turns out tablets are perfect devices for “lean-back,” or power shopping sessions. Their large screens make it easy to pinch-to-zoom for detailed product views, browse the Web, and search. Average order values, retail traffic, and conversion rates are higher on tablets, helping them punch above their weight class.