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Separate your mobile and tablet strategy

Posted by on June, 4th 2012

With smartphones and tablets dominating the market at the moment, it’s essential to have the right kind of strategy in place to get the results you want. The only problem could be deciding how to actually go about doing that. A lot of people lump both kinds of devices in the same boat and use the same kind of strategy accordingly, but in doing so you’re drastically underestimating the differences between each one. It’s vital that you separate your mobile and tablet strategies if you want to achieve the desired results, and if you fail to hit the right notes your marketing budget could easily be going to waste.

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It’s easy to assume that tablets are simply bigger versions of smartphones (tablets and their content are normally built by mobile teams after all), but it isn’t as simple as that. The difference comes in how people actually use their device. Around 74% of tablet usage occurs in the home, making it much less “mobile” than might initially be assumed, and it’s often seen as the favourite device for entertainment and exploring. Retailers in particular need to take note—tablet users spend 54% longer on sites than mobile users and spend approximately 4 hours 26 minutes shopping on their device every week, over two hours more than mobile users, with 72% of those individuals making weekly purchases. Isn’t it time you had a clear tablet strategy in place?

It’s vital to give people the right tools for the job, and that means you should be concentrating on developing your tablet strategy as a stand-alone concept rather than lumping it in with the mobile team. You should be developing tablet-optimised sites as well as tablet apps if you really want to make an impact on the market, and don’t see it as a waste of time—with tablet ownership on the rise it’s essential that you act now before you get left behind, so start separating your mobile and tablet strategies and you could soon achieve the results you want.

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