Tablets boosting retail sales, study finds

Tablet sales are booming, and with that, online sales made through tablet computers are picking up steam as well. According to a study from Forrester Research and Shop.org, more retailers are seeing sales transactions completed through these mobile devices, often with values exceeding those of traditional web sales.

The study finds that nearly 50 percent of retailers say the average value of a sale made through a tablet computer is now higher than traditional web sales, including those from laptop and desktop computers. Twenty-eight percent of retailers say the average order value is equal across platforms.

These findings are reflective of an earlier study by Total Media, which shows tablet owners tend to spend more when shopping online than those using traditional PCs. According to that report, surveyed tablet owners spent an average of $157 online during the first three months of 2012, while the average online shopper spent approximately $124.

Shop.org executive director Vicki Cantrell recommends retailers look to tablet computers, as well as smartphones, to take their brands to the next level, noting there is significant potential for businesses that take advantage of the growing mobile trend.

"Retailers must continue to look for unique ways to elevate their brand in such a competitive market," Cantrell says. "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."