The tablet shopping problem: Study claims 93% of U.S. retailers have not optimized websites for tablets

by Doug Drinkwater

November 16 2012

Previous reports have shown tablet shopping to be on the incline
Previous reports have shown tablet shopping to be on the incline

A new study has claimed that just 7% of retailer websites have been optimized to run on tablets.

This finding comes from eCommerce tool vendor Skava, which on surveying a plethora of the top retail websites in the U.S., discovered that most retail companies wrongly assume their desktop websites will render sufficiently well on tablets.

In this case, Skava often found that websites were either not optimized to switch between landscape and portrait modes, could not display images correctly or that the text was too small. Other complaints included poorly functioning drop down buttons and links that were difficult to click on.

In contrast to the tablet, the study pinpointed that 95% of retail eCommerce websites are optimized for smartphones, a disappointment considering the same study indicated that the tablet shopper is almost four times more likely to buy good online than those with smartphones (2.3% for tablet versus 0.6% for the smartphone).

“Online retailers have recently seen a large increase in tablet traffic and they are beginning to stand up and take notice,” said Arish Ali, co-founder and president of Skava.

“We are set to launch a number of tablet optimized sites for several leading retailers in the coming weeks and we anticipate that in 2013 many more will follow the trend.”

The Impact of Tablet for Retailers 2012 report is now available. To download the full report click here.

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