Tablets Mean Bigger Retail Purchase Values, Says NRF Survey

WASHINGTON-Nearly four out of five retailers participating in a survey by the National Retail Federation said the average order value for purchases made on tablet computers is the same or higher than the average order value for traditional web sales.

Part of the Research State of Retailing Online research series, the survey provided evidence that tablets are driving an increasingly larger share of retailers' web revenue, NRF said in a statement. Vicki Cantrell, executive director of, said tablets and mobile devices offer "the perfect answer" for retailers that are looking for ways to elevate their brand in a competitive market, "with opportunities to create specialized apps, drive web sales and create an engaging and convenient shopping experience."

In other survey results, four out of five retailers said search and email are the top drivers of a company's web traffic from either a tablet or a smart phone. Also, 75 percent of retailers now offer shoppers QR codes and other bar-code scanning options as part of their mobile marketing efforts either within stores or in their advertising. For retailers with less than $10 million and more than $100 million in annual online sales, QR codes are the leading mobile marketing tool in terms of usage.

HFN Staff | News & Commentary

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