Study finds tablet users spend more money than smartphone users

The recently released Adobe Digital Marketing Insights report took an in-depth look at how devices are shaping purchasing trends and the way consumers are interacting with retailers, by analyzing 16.2 billion anonymous visits to the websites of more than 150 retailers.

The report found those who used tablets to visit websites of retailers spent 54 percent more than those visiting the same websites using smartphones. In addition, tablet and computer visitors were three times as likely to purchase products than smartphones users.

"Adobe has long championed the need for retailers to optimize their sites for mobile visitors, and the results of this study indicate that tablet devices have become an absolutely critical new sales channel that marketers must address head-on," said Brad Rencher, senior vice president and general manager for Adobe Digital Marketing Business.

These findings illustrate that companies need IT professionals with the computing training to optimize their websites in such a way that allows tablet and smartphone users to peruse their site as if they were using a computer.

The leader in sales from mobile devices, Apple, accounted for roughly 92 percent of all mobile purchases in 2011, according to a study conducted by RichRevelance.

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