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www.IndependentRetailer.com WEB TRENDS Couch Commerce
ALONGSIDE ECOMMERCE on computers and mcommerce on mobile phones, “couch com- merce” is emerging as one of the fastest growing consumer purchasing trends. Couch com- merce is driven by individuals who browse and make purchas- es using tablets, generally at night and on the weekends from the comfort of their homes, typi- cally from a couch or bed. With more than 40 percent of U.S. households expected to own a tablet by the end of 2012, any retailer with an online presence should take note. Couch con- sumers are crucial customers because they tend to make big-
ger purchases than other online shoppers. According to research by ecommerce shopping cart software provider, Miva Merchant, 77 percent of retailers claim that or- ders made from tablets are of greater value than those made on home or work computers. CoffeeTable, a catalog
app for iPad, recently revealed its fi rst Couch Commerce In- dex (CCI), a quarterly report developed by the company to provide retailers with critical insights into tablet shopping behavior. Based on industry wide consumer confi dence data
points, analyst forecasts and proprietary numbers, the CCI is calculated using indicators of tablet commerce, specifi - cally measuring change in overall economic consumer confi dence, growth in tablet pen- etration, and changes in shopper engagement and conversion rates.
Monitoring data since Octo- ber 2011, CoffeeTable’s Q2 CCI shows that consumers are sig- nifi cantly more comfortable with tablet shopping since Q4 2011, the index benchmark. “Tablet adoption is increasing continued on page 70
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