Marketers, do you really consider iPads as mobile?

percentage-of-retail-e-commerce-dollars-spent-via-mobile-devices
You will find more statistics at Statista

Prediction is hard, specially when it’s about the future.

The chart shows the incredible growth of mobile commerce. Excited? Well, not so much. It’s all driven by the iPad. When ten years ago many analyst predicted that mobile-commerce would be the future, few actually meant tablets to be part of the story?

One thing is that Steve Job presented the iPad and the Macbook Air as mobile devices. Another thing is that for digital marketing purposes, analyst consider it so.

Despite sharing the same OS as the iPhone, the use of an iPad is actually closer to a laptop than to a smartphone. I often buy from Amazon using my iPad instead of my laptop, even when at home. Same for online banking. In both cases, I use the original website, not the mobile one. When I am on the go, the iPhone is always with me, but not the iPad. When I am sitting in a Starbucks I may take an iPad, but still, it replaces the laptop rather than the mobile phone.

Categorizing the iPad as mobile is misleading. The use of a tablet differs from. If you are making decisions on your ad budget based on an analyst that categorizes iPad as mobile, think twice.

That said, technology-wise it has a big implication. Kill your Adobe Flash site if you haven’t yet. Just bet on HTML5 for all versions of your site, mobile, tablet, laptop-desktop or TV.

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