Targeting the Tablets
It is a brave new world out there. As technology advances it is getting a bit complex in regards to properly marketing your products online. In fact, it is really a pain in the behind!
How do people surf the web now? It used to be a desktop domina
ted market and you could just optimize your website to be viewed on a 15 or 17 inch screen. As laptops became more prevalent the size had changed much but wireless connections means you wanted a fast page load. Then flat screen technology exploded so desktops are using 22 or 25 inch screen and laptops are up to 19 inches. But just like that, smart phones created a whole other type of site you needed to have a new design for on a special ‘smart phone enabled’ site. Now we just added tablets to the mix.
It’s enough to make you cry. Or, drool with anticipation about how you can reach more customers and thus sell more units of your product. That end result is more money in your pocket which is what this whole game is about, right?
Well let’s look at the basic numbers; there are approximately 71 million tablet users. That number is expected to grow rather quickly over the next two to three years. Compared to desktop or laptop users, that number is not overly impressive. However what is worth noting is the type of customer a tablet user is.
Tablet users are very tech connected. If they have a device it does not sit idly by as a paper weight; it gets used. According to a 2012 survey from comScore over 50 percent of tablet users conduct local searches at least once a week (15+ percent daily) which is almost double desktop/laptops and smart phones. On top of that, tablet users are more prone to spend more money on purchases that they have searched for online.
Why? A tablet user is still mobile and active but has a greater capability to find more specific and in-depth information to make an informed decision for a purchase compared to a phone user.
Focusing on Tablets
Per the numbers focusing on tablets seems to be a smart choice. But with the smaller screen size and a different type of interface, web design needs to be adjusted as well.
- Content – Aside from product information you are going to want to have simple business contact information such as address, phone number, hours, and even a map. Also if you allow online purchases having a shopping cart that is tablet optimized is critical.
- Navigation – Most tablets are touch screens. Even if you have a stylus option, many users prefer using a finger. It looks cooler and you never lose a finger in the couch cushions. So you need to have easy to tap buttons and other navigation options.
- Code – HTML5 is currently the way to go. Apple has the biggest piece of the tablet pie (for now) so try not to limit yourself by using anything that doesn’t fly on an iPad (like Flash media).
The Bottom Line
This is another niche marketing area that getting into early looks to pay solid dividends. Tablets are just going to grow in popularity and use so tailoring your marketing campaign to that expanding group of customers seems like a wise choice.