Tablets present opportunity for online retailers, study shows

Taking advantage of the technology's form factor and convenient web-browsing capabilities, tablet users were inclined to spend more online last year than smartphone and PC owners, according to the Adobe® Digital Marketing Insights report.

Analyzing 16.2 billion visits to more than 150 top retail websites in the United States, the study finds that tablet users spent 54 percent more on online purchases than smartphone users and 21 percent more than desktop and laptop users.

Adobe notes the importance of optimizing retail websites for internet-enabled mobile devices such as tablet computers and smartphones. The software provider also states that retailers must be conscious of the differences between the devices and design ecommerce sites accordingly.

"This study shows the importance of optimizing your 2012 e-tail strategy for tablet visitors to avoid the risk of underserving a highly-profitable, fast-growing customer segment," says Brad Rencher, senior vice president and general manager of Adobe Digital Marketing Business.

According to market analysis firm comScore, online shopping sales increased 15 percent year over year during the 2011 holiday season. As these figures continue to grow, retailers may be wise to consider how tablets and smartphones can enhance their sales.