Boxing Day is always a busy time for retailers, with consumers not only flocking to stores in hopes of spotting a good bargain, but also going online to make their purchases as well.
But what made last year’s Boxing Day sales different from previous years was the increase in the number of consumers shopping on a tablet device, highlighting the fact that tablet users are definitely worth catering too when it comes to implementing a content marketing strategy.
A recent study by UK Marketing Developer Kenshoo looked at the ways in which paid advertisements affected online sales on Boxing Day.
The study found that UK retailers using paid advertisements during this period had doubled their boxing day revenue year-over-year.
While the results found the majority of online shopping is conducted from a computer, tablet devices are becoming an increasingly popular choice as well.
Tablet users also accounted for a whopping 35 per cent of total online purchases that originated from paid ads, 37 per cent of conversions and 38 per cent of overall revenue, all significantly higher than the quickly rising mobile market.
Of course, it is important to remember that this data is irregular, as many people would be on holiday and away from their work computer, or may have recently received a tablet during the holiday period.
However, this study does show us that the platforms online consumers are using is constantly diversifying, and brands wanting to stay ahead should incorporate these users into their content strategy.
In Australia, nearly 2.3 million media tablets were sold in the first half of 2013, which is almost as much as the whole of 2012, according to Telsyte.
One of the best ways to accommodate tablet and mobile users is by making your website compatible with their devices.
A recent study by Vibrant Media found that 72 per cent of tablet and smartphone users expect the same quality of website on their devices as they would on their computers.