Retailers not ready for tablet boom
According to a study from media marketing solutions provider Zmags, the majority of retailers have not taken steps to address the rise of the tablet computer as a favored online shopping tool. Failure to address consumer preferences translates to missed opportunities for companies to appeal to high-spending tablet owners.
The study examines the top 100 internet retailers and assesses how they've adapted to mobile technology, such as smartphones and tablets. While many businesses have implemented websites designed for smartphones, fewer than one-third have done the same for tablet computers.
"What we discovered, unexpectedly, was that very few retailers -- even among this elite group of marketers -- are tapping into the full shopping potential of mobile and tablet devices. In fact, not even close to it," says Zmags COO and CMO W. Sean Ford.
Retailers that have not addressed tablet shopping may be missing out on significant business, as Ford notes that nearly half of today's tablet owners plan to make online purchases in 2012.
Other studies have revealed that tablet owners tend to spend more when shopping online than smartphone and PC users. As this trend develops, business might consider redesigning their websites to cater to the potentially lucrative audience.