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Tablet Shopping Grows as Consumers Browse in Bed

Most Shopping Done Between 5pm and 9pm

NEW YORK, NY (June 18, 2012)—The explosive growth of tablet usage in the US is fueling the tcommerce market; tablet users are spending more money and time shopping online, according to a new report from eMarketer.

“The good news for retailers is tablet commerce appears to be additive, increasing total revenues by extending shopping hours rather than shifting sales from one channel to the other,” eMarketer notes in the new report, “Tablet Shopping Fuels ‘Couch and Pillow’ Commerce.”

Despite their portable nature, US tablet owners use the device most often at home in the living room and bedroom, according to multiple research studies included in the report. Tablet shopping typically starts to climb at 5pm and peaks at 9pm, at which point nearly 10% of all online shopping sessions originate from iPads, according to RichRelevance.

Retailers interviewed by eMarketer in April and May 2012 reported the same findings.

“We’re seeing really big spikes on nights and weekends—especially Saturdays and Sundays,” Matt Jones, general manager of mobile for Home Depot, told eMarketer in an April 2012 interview.

The full report examines the state of the US tablet commerce market, covering consumer usage patterns and best practices for how retailers can capitalize on the one in five Americans who now use a tablet device. Key Takeaways:

  • Millions of consumers are flocking to tablets, according to eMarketer’s June 2012 forecast.
  • “Couch and pillow” commerce has extended shopping hours for tablet owners.
  • Immersive shopping experiences can differentiate tablets.
  • Many retailers are missing the mark.

“Tablet adoption by consumers and retail marketers is occurring at a record pace—yet the immaturity of the market leaves retailers with big questions about where it will move next,” said eMarketer spokesperson Clark Fredricksen. “eMarketer believes the only way for marketers to have a comprehensive understanding of this market is through analysis of information from multiple research studies.”

About eMarketer
eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
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Media Contact:
Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
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Posted on June 18, 2012.