Worldwide consumer use of tablets for shopping is growing at a rate four times faster than shopping with a smartphone, according to the research from online marketplace Rakuten.
The 2014 E-Commerce Index indicated that over the past year, shopping on tablets has increased by 41.9%, while smartphone usage has grown by just 9.7% over the same period of time.
For the research, Rakuten tapped into 14 global markets and surveyed a “statistically relevant amount of shoppers who engage in online and physical shopping experiences on a regular basis,” according to Bernard Luthi, CMO and COO of Rakuten.com.
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Luthi noted that the increasing popularity of the tablet was surprising at first glance, aligns with predictions from Forrester Research that purchases on mobile phones and tablets will double by 2018.
“The smartphone is still king in Brazil, and Brazilians are seeing more accessibility in access to smartphones given their price and practicality, much more so than tablets,” Luthi said. “Additionally, convenience and safety play an important role. For all the same reasons, smartphones are less likely than tablets to be targeted for theft.”
The majority of shoppers still gravitate toward their PCs to access their favorite retailers, although the number is slowly declining as m-Commerce continues to grow in popularity. Nearly all (81.8%) shoppers worldwide use a PC to shop online, versus 83.2% in 2013. Mobile devices make up 13.8% of this total, up from 12% in 2013. In the U.S., 80.8% of Americans shop online using a PC, while 18% use mobile devices. With mobile gaining traction on a global scale, retailers are encouraged to take advantage of what the technology offers.
“Retailers should continue to invest in their mobile and multichannel strategies with a focus on aligning them so that they provide a practical and entertaining experience for users,” Luthi said. “Engaging experiences become lasting ones, so user design will be crucial for retailers to work towards increases in tablet and mobile phone use. A brand’s online identity is just as important as what the storefront looks like. Competitors are just a few clicks away, so it’s essential to incorporate responsive design elements to optimize viewing experience.”
“Social Fatigue” Sets In
The Index indicated that 41.9% of shoppers recommended products through social media in 2014, dipping from 44% in 2013. In the U.S., 42% of people polled said that they regularly review and recommend products via social media. These results allude to a slight drop in social engagement and overall usage; something Luthi calls “social fatigue.”
“We’re seeing a small degree of ‘social fatigue,’ or what we would consider to be a small attrition of users who are not as active on social channels with recommendations of recently purchased items compared to a year ago,” Luthi said in an interview with Retail TouchPoints. “While Pinterest and other social channels continue to be important, we’re also seeing a different social media market than what existed a year ago — different social sites catering to specific interests and services that are claiming market share.”
Social fatigue turns the tables on companies who had banked on social media to drive recommendations and overall conversions. Moving forward, retailers must get creative in finding new channels and methods to showcase their products and services.
“However, there isn’t a one-size-fits-all approach to this,” Luthi said. “It’s up to the company to tailor its approach specifically for the audience, while keeping important trends like m-Commerce adoption and niche social networks in mind.”
