Many brands have been caught off guard by the meteoric rise of the tablet’s popularity since Apple released the iPad. This new device category has single-handedly demolished the netbook and is starting to take big bites out of desktop and laptop sales.
Some quick numbers about the iPad based on a survey by Seven:
- Use of desktop computers is down for 35% iPad owners since they bought the device
- Use of laptops is down 39% since they bought an iPad
- 87% of owners are using it every day of the week
And tablets aren’t just fancy e-readers – the actual usage is very different:
- 53% entertainment
- 29% researching products and services
- 25% reading books
- 19% shopping
This has serious implications for e-commerce sites, many of which are optimized only for desktop and laptop viewing. A clear indicator of that is how badly websites of major brands break when viewed on tablets and other mobile devices.
A rogues gallery of 10 sites we found that break on the iPad – from Louis Vuitton to the NBA:
MGM Grand in Las Vegas
McKinsey & Co