The 3 Top Categories of Tablet Users and How to Convert Them

3 Top Demographics of Tablet Users and How to Convert Them

By the end of 2013, 6% of the global population owned a tablet device. In the US, this statistic translates to roughly one third of the population over 13 – over 100 million Americans!

While the story of smartphone adoption rates was truly astounding, it’s nothing compared to how quickly tablets are being adopted. Smartphones took nearly four years to reach 6% penetration; tablets hit this number in just two years.

So who are all of these tablet users? In 2010, the tablet market was dominated by younger males with an above average income. This is no longer the case, in fact one in four moms in the US now own a tablet, according to a new survey by Nielsen.

You can find infinite stats about tablet ownership and demographics all over the web, but in this article you’ll find information about the top three most likely tablet shoppers.

We’ve broken down all of those numbers to give you the best insights into understanding how valuable tablet users are as a customer segment, and how you can take steps to ensure they convert well on your site.

Demographic #1: The 29-45y.o. Male

  • Employed full-time
  • Has a college degree or above
  • Income of over $75,000
  • Spends the majority (35%+) of his time on his tablet browsing the web and only 12% playing games
  • His tablet is his main/preferred tool for checking email outside of the office, and he does so at least once a day
  • More likely to say his favourite brands play an important part in his online life and experience
  • Consumes news on his tablet daily
  • Lives in or near a major city
  • Makes purchases on his tablet at least weekly

The 29-54y.o. male makes our top demographic not only because he is highly social (both online and off), and spends an average of 14 hours a week on his tablet, but also because he has been a tablet owner for the longest period of time.

This means he is much more comfortable making purchases on his tablet than any other group. Plus, he has the disposable income to facilitate larger orders than a typical tablet user.

According to a 2012 study by digital marketing agency iProspect, 70% of affluent men prefer to do their shopping research and purchases online. Moreover, over a quarter of those who participated in the study made weekly purchases.

This demographic spends the majority of his tablet time consuming content such as news, videos, social media, etc. so he requires high-value content to engage. He is more likely to have his tablet on during the day, so push content out accordingly.

In addition, he is likely to be active on Twitter and Facebook (engaging at least once a day), and spend over twice as much time per session on his tablet than on his smartphone. This drives a high propensity for him to convert from a visitor to a buyer.

Demographic #2: The 35-50y.o. Female

  • College graduate
  • Employed, likely to include part-time or flexible work
  • Family income of $75k or more
  • Likely to be married with kids
  • Likely to keep up-to-date with latest fashions and trends
  • Active in the community and likely to regularly tell friends and family about new products and services
  • More likely to own an iPad than any other tablet
  • Lives near a major city or in a suburban area
  • Regularly uses her tablet for social networking

This educated group of females are also very social, but in much different ways. They visit more social and community sites and are much more likely to share with their friends and family.

They tend to only use their tablet at home and are unlikely to bring it with them out of the house. This means that when she is using her tablet she is highly engaged, spending more time on fewer sites during a single sitting – a valuable attribute for e-retailers.

Her shopping habits on her tablet are similar to when she is on her desktop but she is easily distracted and may often abandon her cart. However she prefers to shop on the weekends and is more likely to spend more per order than during the week.

Demographic #3: The 16-30y.o. Female

  • Currently in school or recently graduated and starting her career
  • Average household income of $62,000
  • Uses it for an average of 3.2 hours a day
  • Likely to spend a large portion of her time playing games (approximately 60%)
  • She has more than one social profile and updates it daily
  • She regularly consumes video content on her tablet

This demographic are true millennials; they are mobile and very social. Although they tend to have less than 2 credit cards, they are big spenders and they enjoy luxury items.

They do all of their research online and will likely abandon sites where prices are not clearly listed.

Although they are the most likely group to classify their tablet as a toy, in a broad sense, the tablet has more utility to this demographic. They think of it as much more than simply an entertainment, information and communication device. It’s also an organizer, media storage unit, work device, social networking tool, style statement and recorder/documenter.

This group spends more time with their tablet than with their desktop computer, and may even use it as their primary PC. The millennial tablet owner is likely to regularly take her tablet with her to work, use it in the kitchen while cooking, play with it while watching TV, and even take it to bed with her at night.

How to Ensure that Tablet Users Convert Well on Your Website

These three categories of tablet users are highly engaged, and have no problem spending money online. Studies show that tablet users spend an average of 20% more per order than desktop shoppers.

Here are three optimizations you can make to your site to ensure you’re catering to this audience.

  1. Ensure that all email communication and any pages linked to in emails are both tablet-optimized. If a tablet customer clicks on a link in an email and the corresponding page is not tablet-friendly, they are more likely to bounce from your site (and even discontinue opening your emails on their device).
  2. Verify that social sharing features on your site are optimized and readily accessible on tablets. These demographics are all very social – they want to share your content – so make it easy and fun for them to do so.
  3. Streamline the checkout procedure for tablet users – reduce the number of steps and distractions they run into while completing purchases. They are eager to make purchases on their tablets but they are also easily discouraged so focus on providing a simple and distraction-free checkout flow – for example, removing the menu bar header during checkout.


Analyzing the demographics shows that tablet users are a particularly valuable customer segment. They earn more, spend more, share more, and are online more than non-tablet users.

While tablet traffic to your website is likely still growing, ensuring that tablets are a priority in your web strategy can have a significant impact on your e-commerce revenue and help increase the ROI of mobile initiatives.

If you are unsure about how to start optimizing your website for tablet users, begin by reviewing some of your options here: 3 Strategic Approaches to Maximize Tablet Revenue.


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