“Retailers have found an interesting characteristic of consumers who browse their websites using tablets: They’re much more likely to pull the trigger on purchases than other online shoppers,” Dana Mattioli reports for The Wall Street Journal.

“That discovery is making retailers focus on tablets ahead of the all-important holiday season, as the tough economic backdrop puts a premium on what the industry calls ‘conversion’ — making sure the shoppers who show up actually buy something,” Mattioli reports. “Tablets still account for only a small percentage of overall e-commerce, but they are punching above their weight. While the conversion rate — orders divided by total visits — is 3% for shoppers using a traditional PC, it is 4% or 5% for shoppers using tablets, says Sucharita Mulpuru, an analyst at Forrester Research.”

Mattioli reports, “Many retailers also report that tablet users place bigger orders — in some cases adding 10% to 20% more to the tab — on average than shoppers using PCs or smartphones. Retailers are trying to take advantage of that trend by tweaking their websites to better accommodate tablets and rolling out catalogs that have been developed for the device. The tablet market is still dominated by Apple Inc.’s iPad.”

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“While only 9% of online shoppers own tablets [to date], their behavior is encouraging for retailers,” Mattioli reports. “Consumers tend to spend more time on the Web after buying a tablet, and nearly half shop from the device, according to a survey of more than 2,300 consumers by Forrester… Blake McCrossin, a public-relations associate in New York, says he thought shopping would be the last thing he would do on his iPad. The 30-year-old has since used the Apple device to order everything from clothes to a flat-screen television and has already finished most of his Christmas shopping using it. ‘The visuals and graphics are amazing, and I get caught up in impulse buying,’ Mr. McCrossin says.”

Much more in the full article – recommended – here.

MacDailyNews Take: Yet another reason why smart developers focus on iOS and leave the ports on the back burner for the fragmented also-rans. iOS is where the money is.

[Thanks to MacDailyNews Reader “Wabash Sphinx” for the heads up.]

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