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Many iPad shoppers are night owls

by David Needle

April 6 2012

New report says more iPad users are shopping after hours.
New report says more iPad users are shopping after hours.

One of the key advantages of shopping online is that the “store” is always open. A recent research report indicates iPad users are especially prone to shopping at night.

The quarterly “Conversation Index” research series by Bazaarvoice reveals a number of trends among mobile users taking particular note of a growing trend among iPad users. 

The social technology firm says that over the last three months, on average, 5% of the total traffic to the websites of 67 retail and consumer manufacturers it has as clients, came from iPads during the 8 p.m hour. That’s up from 2.5% at noon. 

Another 5% of iPad-related website traffic came later in the evening at 11 p.m. 

iPad users also spend more time on sites than other visitors, averaging five minutes overall. This is 3% more time than computer users (4:50 onsite) and nearly 16% more time than other tablet and mobile users (4:19 onsite). 

Based on its findings, Bazaarvoice had this advise for etailers: 

“Think about your consumer – he or she is no longer at the household desktop computer after dinner. She’s watching TV, running from one activity to another, or doing some shopping right before bedtime. If you don’t have an easy-to-use, robust mobile and tablet experience – including optimization for the iPad – you’re missing out on half of your after-hours sales. Make it easy to research, buy, and contribute no matter how and when your customers shop.

Bazaarvoice also measured smartphone traffic. For the same 3-month period it said the average at the 8 p.m. broke out as 2.2% of total traffic came from iPhones and 1.7% from Android devices. At noon it was 2% for iPhones and 1.7% for Android devices. In the 11 p.m. hour, 2.7% of total traffic came from iPhones and 2.1% from Android devices.

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