Retailers couldn't be more excited about the latest trend in consumers' use of tablets: browsing in bed.
Nighttime shopping has been around for a while; it's prime territory for TV shopping networks such as HSN or QVC. But now, recent research from Comscore shows tablet browsing is edging in on the business. Tablets are a completely different device from smartphones and laptops when it comes to usage, and the research found tablets are being used primarily via the home WiFi network.
The most popular browsing time found was 10 p.m., while people are lounging or in bed watching TV. Have you noticed AMC's Walking Dead series now features "story sync," which encourages you to go online while the episode is airing to learn trivia, play games and more?
But while this may seem fun or harmless, watch out. The tablet site developers are doing everything they can to turn this lounging, tablet-browsing behavior into buying by optimizing pages for easy search and click-to-purchase usability even if you're not on a retailer website, according to a recent industry post on the Comscore Voices blog.
Don't fall for 10 p.m. spending on your tablet. If you're tempted by something you see on a TV show or while browsing a magazine on your tablet in bed late at night, apply a more frugal wait-until-morning approach and do not click that "buy" button. If you still want that item by the clear light of morning, then you can go back and look it up. Chances are you'll recognize it as an impulse buy and be glad you waited.
What have you clicked to buy late a night?