Tablet computer users spend more when making online purchases than smartphone shoppers and desktop/laptop online shoppers, according to Adobe Digital Marketing. 

“Tablet users spend over 50 percent more per purchase than visitors who use smartphones and over 20 percent more than visitors who use desktop/laptop computers,” the firm concluded from an analysis of 16.2 billion  visits to 150 retail sites in 2011.

Tablet users, Adobe Digital said, are:
*More likely to respond to promotions;
*More tech-savvy and have more disposable income and are most likely to be men between the ages of 18 and 35; and
* Comprise a market segment that is growing quickly, increasing from 1 percent to 4 percent of visitors to websites in just 12 months.

“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 of Adobe Digital Marketing Business, in a statement to eweek.com. “This study shows the importance of optimizing your 2012 e-tail strategy for tablet visitors to avoid the risk of under serving a highly-profitable, fast-growing customer segment.”

While e-book readers were not cited in the tablet category, many of those hardware users now include some tablet functionality. Tablet devices are a part of an emerging personal technology triad that includes table-top or laptop computers and smartphones.