Do You Need a Tablet Strategy?

Dutch Hollis With the increasing popularity of mobile devices beyond the smartphone, marketers may wonder if they need a tablet strategy in addition to their existing approach to mobile. The answer is: Yes and No.
Getting to the point of justification for a mobile strategy is easy. Just look at the proliferation of smartphones in the market place, or the tremendous success of smartphone app markets. Clearly there’s an audience. The form, function and interface of the smartphone ensure that recycling the same wired-web experience isn’t optimal. Leveraging the smartphone in the retail environment or other “non-traditional” web browsing locations makes an optimized mobile web experience a relatively easy strategy to embrace.

But what about tablets? Some websites do well on an iPad without an optimized version. Even smaller-screened tablets like the Samsung Galaxy Tab may do quite well with many standard websites. Clearly tablets have “too much screen” to be given a mobile web experience designed for the typical smartphone. In addition, surveys show that tablets are replacing desktops and laptops, but not smart phones.

Should you pursue a tablet-optimized web strategy at this point?

The answer is, of course, it depends. Three considerations:

  • What does your site do or what products do you sell?
  • Is there an audience?
  • What is the current web experience like on a tablet device?

If your product is content and your site is the delivery vehicle, then clearly you want to consider a tablet-optimized version. Tablets are media-consumption devices at their core. Anything you can do to optimize for those devices will increase the satisfaction of your customer and their desire to consume more.

If your site is selling a physical product, you’ve also got an audience – one that seems primed to buy on their tablet devices. According to a report recently released through eMarketer by the e-tailing group, “One in 10 tablet owners reported using their device for browsing or buying online every day, vs. 6% of smartphone owners. They also made more purchases.”

So while tablets aren’t nearly as ubiquitous as smart phones, there is definitely a market there. According to research firm BIGresearch, that market is younger, mostly male, and has a higher salary than smartphone owners or the average American.

The last item to consider is what the experience is like on a tablet device. On Friday I’ll give you some solid tips and considerations when it comes to deciding between tablet-optimized versus an enhanced wired-web version.

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  1. […] The Lunch Pail « Do You Need a Tablet Strategy? […]

  2. […] Tips for Creating a Tablet Strategy About a year ago I wrote a couple of posts on tablet strategy. Those thoughts in many ways are still valid, though I’m always […]

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