Designing with the Tablet Consumer in Mind
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Designing with the Tablet Consumer in Mind
- 1. Designing with the Tablet Consumer in Mind Stephen Burke Resource Interactive
- 3. Rapid Emergence of the Tablet Consumer
- 4. 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 devices Bases: All mobile users in 29777 / 10183 / 2201 / 1382 / 678 / 704 / 240/ 277 / 321 / 290 / 254 Source: GTI, 2011
- 7. Tablets Win out over Phones for Purchases—is PC next? Source: PayPal/IPSOS Oct. 2011
- 8. 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 tablet Bases: All tablet owners 6209 / 373 / 208 / 165 Source: GTI, 2011
- 9. E-books: the Gateway Drug to Tablet Dependence Preferred devices for activities – USA J6: Device preferences Bases: All mobile users: 1382 Source: GTI, 2011
- 10. They’re Doin’ it on the Couch: Couch Commerce and the Acceleration of Instant Gratification
- 12. Tablet Users are Glued to Their Devices Source: Nielsen, Q3 2011
- 13. Some Retailers Are Starting to Make it Work
- 14. Anthropologie
- 15. Ralph Lauren
- 17. Design with Tablet Consumer in Mind
- 18. 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.
Notas del editor
- In less than two years, and ahead of all penetration forecasts, the Tablet has emerged as an essential platform for Brand engagement and, more importantly, conversion.
- High propensity to purchase, particularly among higher income demographics
- These stats correlate closely to RI client performance
- Consumers continue to grow Smartphone use for what we might call “Search and Destroy”: seeking timely information on deals, ratings and reviews, Friend’s recommendations, etc. But will the Tablet’s power as a conversion device soon rival the PC?
- It’s a new opportunity, but will slowly cannibalize PC especially among older, less PC savvy, consumers. Don’t ignore Grandma!!
- The proliferation of eReaders, and the rapid evolution of Kindle and Nook devices into fully functional tablets, creates an environment of adoption that will expand behaviors rapidly beyond simply reading digital books
- Starting c. 2007-08 high connectivity societies like Japan and Finland experienced the emergence of Couch Commerce: shoppers buying from a mobile device while in their home, often while simultaneously watching TV. In the US in 2011 we saw the same trend begin, powered not by smartphones but rather by Tablets.
- Anthropologie presents clothing in such a way to create a “Mood Board” for her life and tastes. Picking and sorting items is easy and seamlessly adds items to Cart.
- Ralph Lauren creates a fun, engaging, “Hey did you see this?” kind of experience that leverages device functionality (blow on the microphone to move the model) to create more tactile engagement with products
- Tablet effectiveness goes beyond Browsing and Apps to a category we call “Beyond Paper’: digitizing and making interactive previously static offerings like circulars, brochures, etc.
- At Resource, we are increasingly applying what we call Responsive Design to streamline our Clients ability to reach consumers across multiple devices with adaptive experiences.