Marketing to Women: iPad 3 for All!

January 16, 2012 § Leave a comment

Yes, I am one of those crazed Apple fans checking online everyday for rumors about the iPad 3.  News bulletin from today – they are churning out those magic metal pads in China 24/7 to satisfy Applephiles across the planet and they will be so fast, so beautiful with resolution better than some high def televisions.  And since, I still have the original iPad, I am swooning, counting the days until their March debut.

But do you remember the original criticism about the iPad?  Less than two years ago, critics said  women will never buy them because the name sounds like a giant Kotex.  Well, surprise, surprise.

Women compose half of tablet users and they are buying tablets at a faster rate.

There are 34 million tablet users in the U.S., and 83% of them are using an iPad.  Women currently account for slightly less than half of tablet users but they are catching up quickly.  We probably make up the difference in the amount of shopping we do.

63% of tablet owners in the US have made a purchase using their device, compared to just 31% of smartphone owners, according to a study released in November 2011 by Jumptap in partnership with comScore

The top three products and services that are bought using mobile devices (including tablets) are event tickets, daily deals from sites such as Groupon and Living Social, and apparel, according to the Jumptap report. Travel, physical copies of books, games, and movies round out the top 5.

Jumptap’s findings align with results from a March 2011 study from the e-tailing group and Coffee Table, which found that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis. The study also indicated that tablet users are more likely than smartphone users to say they have made 3 to 5, 6 to 10, and more than 10 online purchases in the last six months.

Tablet shoppers rule.  A recent Wall Street Journal article found that users who browse e-commerce websites on tablets are more likely to make purchases than other online shoppers. The study found the conversion rate was 3 percent for PC shoppers, and 4 to 5 percent for tablet shoppers.

And here’s the good news – they are educated, employed and economically privileged.

  • 51% of iPad owners are college grads as opposed to 28% of the average US citizen
  • 62% of iPad owners have full-time jobs compared to 44%
  • 50% of iPad owners earn over $100k as opposed to 11.5%

What does all this tablet shopping mean?

1.  Optimize your website for tablets.

2.  And make sure you have lots of pictures because we buy from pictures.  And we might want to pin them to our Pinterest page.  iPads are our new stack of magazines and catalogs.

3.  App time?  Maybe you should think about an app for your users – or for your users’ children.

4.  Start thinking about your holiday strategy for tablets next year.  You will need one.


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