An Adobe study recently released to the general audience estimated that tablet users spent on average around $123 per purchase during 2011, that’s 54% more than visitors using cell phones.

John Mellor, working VP in Adobe’s business department said in an interview that:  “Mobile is no longer a one-size-fits-all-strategy. It’s like saying you have an Internet strategy. You have to get more granular. Audiences are really different,” . He recommends all retailers to segment their customers aiming to more specific markets, taking into account different behaviors and social groups. He believes future marketing strategies are heading in that direction.

The study also indicated that tablet visitors account for a fast growing segment in terms of website browsing. Statistics show that the segment went from 1% in January 2011 to 4% in December 2011. The rapport underlined two main reasons why tablet visitors are becoming more valuable in comparison to smartphone, desktop and laptop visitors: tablet users are browsing more websites than those that are using other devices. The study also pointed out to the fact that tablet users conducted more shopping. Is this going in a favorable direction since tablets are becoming more widely used and more affordable? Well, it depends.

The fact that tablets are getting cheaper will most definitely change shopping behaviors, and this is a trend that will be rigorously monitored the following months. Austin Bankhead, director of marketing for Adobe said that Apple iPad will not register a growing trend since the Cupertino-based manufacturer is not known for making affordable products, generally maintaining an above average price tag. Apple usually aims at customers that are able to afford high-end devices.  The 16GB iPad sells for $499, while the 64GB costs $829, without the 3G wireless service, and the product is not getting cheaper anytime soon.

Would novelty tablets be able to boost the usage patterns? Will this become a factor in 2012? Probably so. Adobe executives think that this is a great possibility but a monthly report needs to performed in order to register subtle market trends. The study also showed that during Cyber Monday and Black Friday the sales performed on tablets in 2011 exceeded the average registered for the entire year. The average order totaled around $111.

The Adobe study was based on a large scale analysis performed on 16 billion visits on 150 retailers in 2011. The average annual revenue for each site was calculated at $260 million.

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