designing with the tablet consumer in mind
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Designing with the Tablet Consumer in Mind
Stephen BurkeResource Interactive
Independent digital marketing agency
Founded in 1981, Apple as first client
Named top workplace by The Wall Street Journal
375 associates; 60 client brands
Offices in Columbus, Cincinnati , Palo Alto & Chicago
#4 on Advertising Age’s Agency A-List
Stephen Burke
VP, Mobile Practice leading team of 20+
20 years in Global Mobile industry (US, Japan, EMEA)
Delivered 65 mobile projects in 2011
Retail clients include Kohls, Limited Brands, Sherwin-Williams
Rapid Emergence of the Tablet Consumer
1 out of 5 People in US Intend to Purchase A Tablet in the Next 6 Months
Current ownership and intended purchase of a tablet (%) – USA
J2/J3: Ownership and intention to buy devicesBases: All mobile users in 29777 / 10183 / 2201 / 1382 / 678 / 704 / 240/ 277 / 321 / 290 / 254 Source: GTI, 2011
IBM reported:
iPad accounted for an astonishing 7% of total online sales on Christmas day and 6% of all online mobile device traffic on December 26, 2011
Shoppers using iPad often bought more items, more often. Those using Apple’s tablet had a purchase conversion rate of 4.6%, which was almost double the average mobile conversion rate of 2.8%.
Source: IBM Coremetrics 12/27/2011
Impressive Traffic from Tablets (iPad) Holiday 2011
22% of Tablet owners say shopping is one of their leading iPad activities (RJI, University of Missouri, Q2 2011)
86% of iPad 2 owners make purchases via their devices (TechBargains.com)
70% of tablet owners say either the couch or their bed is their favorite location for shopping (Equation Research for Zmags)
Tablet “Lean and Glean” Functionality Makes It Ideal Shopping Device
Tablet Shopping Activities
Source: ComScore Nov. 2011
Tablets Win out over Phones for Purchases—is PC next?
Source: PayPal/IPSOS Oct. 2011
Majority of US Tablet Owners Consider Their Tablet as Additional Device, Rather Than Replacement for Their
Mobile/PC
Reasons for buying a Tablet (Tablet owners and intenders) – USA
J4 & J5: Reasons for buying a tabletBases: All tablet owners 6209 / 373 / 208 / 165
Source: GTI, 2011
E-books: the Gateway Drug to Tablet Dependence
Preferred devices for activities – USA
J6: Device preferencesBases: All mobile users: 1382 Source: GTI, 2011
They’re Doin’ it on the Couch: Couch Commerce and the Acceleration of
Instant Gratification
The Advent of Couch Commerce
“…Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals) “
“…Tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). This context can be called couch-browsing, and by extension describe the act of browsing a catalogue or shopping through a tablet app as Couch Commerce.”
Tablet Transforms Context from Desktop to Couch
-Fred Cavazza, Forbes
Tablet Users are Glued to Their Devices
Source: Nielsen, Q3 2011
Some Retailers Are Starting to Make it Work
Anthropologie
Ralph Lauren
Sherwin Williams Stir Magazine
Dynamic Content for B2B
Lower Cost of Distribution
Provides Access to a Broader Audience
Monitor How Content is Being Consumed
RESOURCE INTERACTIVE Client
Design with Tablet Consumer in Mind
4 Tablet Design Principles
Engaging Shareable
Shoppable Extendable
The tablet is Physical and tactile and affords a sense of “Control” by consumers that no other form factor possesses. It also is used simultaneously with consumption of TV programming and ads, as well as print consumption.
Unlike smartphones or PCs, a tablet is often shared and passed around among multiple family members. From a social media and messaging standpoint, the tablet makes it extremely easy to share ideas, thoughts or even products.
The tablet provides a highly visual experience in which everything, from ads to videos, can lead to a commerce opportunity. Unlike smartphones, where designers need to “Get to the Cart” in 2-3 clicks, a tablet consumer can be engaged and wooed while being led to purchase, resulting in bigger baskets.
The tablet provides a vehicle for brand stories and product immersion. Content can be tailored to respond and add value to rapidly changing campaigns in new ways, keeping the consumer loyal.
Sherwin Williams ColorSnap: from Smartphone to Tablet
Built on a very successful iPhone App Experience
Able to leverage user/usage/traffic data to evolve the experience
Takes advantage of the iPad’s larger screen by adding and focusing on large, rich imagery
Emphasis on Exploration and Creative Combination
Added new functions based on user feedback and additional device functionality
RESOURCE INTERACTIVE Client
Consider Using “Responsive Design”
Phone
Tablet
Desktop
Logic CSS
A site that is designed to adapt, or react, to the user, their device and its operating system.
• Site layout can be optimized for specific mobile device resolutions• Can leverage HTML5 to provide extended functionality• Independent from .com limitations• Site content, imagery and navigation can be tailored to match the
device form factor and capabilities
Thanks!