平板電腦催生“沙發商務”

Tablet是什么應該不用小編告訴你吧？這個物件兒的出現改變了很多人的生活狀態，閱讀、交際、購物通通都能在這個小小的平板上完成。由此催生的商機自然不容忽視。

Comscore recently published a report which shows nearly half of tablet users are shopping online using them. Tablets will not replace computers, but they provide a much more enjoyable environment for content editors and merchants to catch users’ attention and transform them into couch-buyers.

美國市場研究公司Comscore最近發布的一份報告顯示，將近一半的平板電腦用戶用平板電腦在線購物。平板電腦不會取代普通電腦，但它們提供了一個更加舒適的環境，讓網絡編輯和商家能夠吸引用戶的注意并將他們轉化為“沙發消費者”。

In this transformation process, context is key: Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals), while tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). We can describe this context as couch-browsing, and by extension describe the act of browsing a catalogue or shopping through a tablet app as couch commerce.

在這個轉化的過程中，內容是最關鍵的：普通電腦用戶坐在電腦屏幕前，全神貫注尋找最劃算的商品，而平板電腦用戶則舒適地坐在沙發上，欣賞著圖片、視頻以及小故事等精美素材。我們可以把平板電腦用戶的這種體驗稱為“沙發瀏覽”，推而廣之，坐在沙發上通過平板電腦上的應用程序瀏覽購物目錄或者進行網購就可以稱為“沙發商務”。

Couch commerce is different from e-commerce and m-commerce, due to the context: Users are not sitting at a desk, nor on the street nor in a coffee bar. They are comfortably installed in the most welcoming furniture of their home: the couch. Browsing a catalogue from your couch puts you in a very different state of mind than at a desk or in public transportation. You feel relaxed and confident. What better context can a merchant hope for?

因為使用方式的不同，“沙發商務”與電子商務和移動商務是不同的。用戶不是坐在桌邊，也不是走在街上或者置身咖啡館內，而是坐在家中最舒適的所在——沙發上。坐在沙發上瀏覽購物目錄時的狀態與坐在桌邊或者身處公交車上的狀態完全不同。你會覺得很放松，而且信心滿滿。這么好的購物狀態，商家上哪兒找去啊？

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（中國日報網英語點津 Helen）

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