By Alan Coleman on 2 Aug 2012
A recent study, Q2 2012 Global Digital Advertising Update, by Adobe found that Tablet devices offer greater value than desktops for e-commerce. The key takeaway from this report is that tablets have cheaper cost per clicks (cpc’s), higher conversion rates and higher return on investment (ROI). The conversion rate relates to the number of people making a purchase as a percentage of those that clicked on an ad. The study looked at search campaigns in the US, Germany and the UK so we thought it necessary to have a look at some of our own Irish campaigns. We had a look at a top Irish e-commerce website and compared their tablet campaigns to their desktop campaigns. The below screenshot gives a breakdown of these stats:
Though there is less volume on the tablet campaigns the results are very favourable with cpc’s 21% cheaper, conversion rates 8% higher and the cost per conversion (purchase) 27% cheaper. E-commerce boils down to revenue and desktop campaigns are offering an impressive 114% ROI. But, tablet knocks the ROI out of the park at 288%.
