The noted increase in tablet use by mobile web consumers is presenting you with a unique opportunity to build a brand. When your website is accessible and simple to use for tablet owners, you will increase conversion rates, score more referrals, establish yourself as a professional, and build a brand.
Feeling sceptical? Let’s look at the numbers.
Build a Brand with Web Design for Tablets
In the past, website owners saw mobile versions (or responsive designs) as a bonus for smartphone users. Now, the tide is changing. Not only is website design that accommodates mobile devices a necessity for a positive, across-the-board user experience, its specific focus is shifting.
According to GlobalWebIndex, tablet ownership increased 282% from 2011 to 2013. This helps to explain the decrease in desktop ownership, which has slowly, but steadily, gone from 68% in 2006 to 58% in 2013, as stated by Pew.
Smartphone web usage peaks during the day, when users are on-to-go; however, tablet usage rises during the evening hours, when consumers want better browsing features – which brings me to my next point: the sales conversion power of the tablet.
Conversion rates are four times higher with tablets than with smartphones. At top buying times, like on Cyber Monday, sales on tablets have even surpassed those on desktops. Furthermore, EBay claims that buyers spend 80% more, on average, when purchasing products via a tablet than with a smartphone.
Adobe tells us that one tablet user sees as many webpages as four smartphone users. In conjunction with this data, Usablenet found in a January 2014 survey that among US and UK web users, tablet users prefer to see the same images and content on their tablets as they do on their desktops. What they don’t want is web design intended for smartphones, expanded for the tablet. They also indicated that desktop and tablet experiences don’t have to be identical, but that tablet design should be as simple and easy-to-use as possible; in fact, 77% of those surveyed said a poor tablet encounter would affect their willingness to purchase or make a referral.
The moral of the story? To build a brand, you cannot ignore the HUGE opportunity presented by the tablet-using segment of your target audience. Ideally, your website design should be responsive to a variety of devices (i.e. fitted to a number of screen sizes) – particularly if ecommerce is a large part of your brand.
Talk to your website designer about responsive web design, fluid grids, liquid layouts, and other options for appealing to your particular audience. And please, please…do not ignore the mobile-web-using portion of your market. The psychology of the tablet allows for users to “touch” your products, and now they can view what you’re offering with all the impact of your original, designed-for-desktop website.
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