Why Tablet Commerce May Soon Trump Mobile Commerce

July 25th, 2011

Sucharita Kodali VP, Principal Analyst

Sarah Rotman Epps

With contributors:

Patti Freeman Evans , Douglas Roberge

Summary

Ownership of tablet devices is poised for rapid growth with tablet users in the US estimated to grow at a compound annual growth rate (CAGR) of 51% from 2010 to 2015. Already a significant percent of consumers who currently own tablets report shopping on their tablets; furthermore, many of these shoppers prefer to browse web stores and purchase on their tablets instead of on their PCs or smartphones. Forrester expects that as tablet device ownership and usage grows, consumers will also adopt tablet commerce rapidly, as this simple and portable device both expands the opportunities that consumers have to shop and has the potential to make the experience of shopping more engaging. Furthermore, the most innovative web retailers will also accelerate the tablet commerce trend by using tablets to supplement existing sales tools (e.g., kiosks, POS devices, even sales associates) in stores.

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