The mobilization of websites and the development of mobile apps have proved to be wise tactics for today's retailers, but the playing field has changed since last year's launch of the iPad. Increasingly, tablets are becoming the favorite choice for online shoppers on the go - by a margin of 68% to 48% over smartphones, according to recent survey by E-tailing Group. One out of every four tablet owners, in fact, made at least 6 purchases in the 6 months prior to the study, as compared to just 16% of smart phone users. What this means for retailers is that it is no longer enough to simply have a mobile strategy, but important to understand which mobile devices their customers favor.
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