Tablets Purchase Rates Equal to Desktop

Tablets are emerging as the preferred online shopping device, according to eCommerce group Shopatron, as purchase rates soar to equal those of desktop computers. Conversion rates for Tablets, which are around 5-8 per cent, are currently marginally lower than those of desktops - but conversion rates for paid search are greater, by around 3 per cent.

Click-through rates for paid search ads on Tablets were 51 per cent greater than those on PCs, with the average cost per click 7 per cent less.

"With fewer advertisers to compete with, tablet advertising is costing less than advertising to desktop-based shoppers," says Greg Squires, Shopatron’s online marketing manager. "This has resulted in a noticeably better return on tablet advertising investments: $7 in sales for each $1 in advertising spend, versus $6 in sales per $1 in spend for desktop advertising.”

So far in 2012, 6 per cent of Shopatron orders have come from an Apple iPad, with that number growing with increased Tablet usage.