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There are an estimated 75 million tablet users in the U.S. alone, and publishers say they’re noticing interesting consumer shopping behavior changes and users migrate to them from their desktops. For example, 79 percent of the much sought-after 18-34-year-old demographic now make purchases on a tablet, according to Comscore. Meanwhile Adobe says more people (52 percent) prefer to shop on a tablet as opposed to a desktop (40 percent).

In attempts to capitalize on that behavior, publishers are injecting e-commerce functionality into their apps. Research suggests tablet readers whip their wallets out faster than desktop users, and publishers smell opportunity.

Read full article: http://digiday.com/publishers/the-power-of-e-commerce-for-tablet-publishers/

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