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Tablet users have high expectations of e-commerce sites, survey reveals

Warwick Ashford

Tablet computer users have high expectations for web experiences and a third are less likely to make purchases online from companies that do not meet those expectations, a survey has revealed.

Tablet users expect websites and transactions to work flawlessly, according to a world-wide survey of 2,000 tablet users by technology performance company Compuware.

Their expectations have been shaped in part by powerful PCs with fast-wired networks delivered by service providers such as Amazon and Google, regardless of the platform, the study found.

Almost 70% of tablet users expect a site to load in two seconds or less, and more than two-thirds expect websites to load just as quickly, or quicker, on a tablet than on a desktop/laptop computer.

But four out of ten have experienced website problems such as slow load times (66%), site crashes (44%), problems with site functions (42%) and issues with site format (40%).

Most importantly for e-commerce sites, nearly half of tablet users said they will retry a website only once or twice if it did not work initially.

The survey found that a bad website experience will also drive 46% of tablet users to competitive websites; 35% are less likely to visit the problematic site on any platform; and 33% are less likely to purchase from that company.

Consumers and enterprises have embraced tablets in large numbers for everything from web-browsing to mission-critical business applications that increase employee productivity and drive revenue, said Steve Tack, CTO of Compuware application performance management.

“However, based on the survey results, companies are not meeting tablet users’ web experience expectations. Tablet users represent a coveted audience that in general tends to spend more per order, so organisations that ignore tablet users do so at their own peril,” Tack said.


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